An insurance company wanted to have a deeper understanding of Hispanic small-businesses in order to offer them more suitable products. In/situm proposed to engage the small-business owners, who were mostly Mexican and from Central America, to get a closer and better understanding of their needs, challenges and values.
Interviews with the owners were carried out in LA and Chicago, as well as participative design sessions to help them build an appropriate solution for their needs.
The goal was to unveil the emotions and problems small-business owners face as well as finding the solution, so our client could design a product and a strategy for this market sector.
Based on the findings, we also conducted a workshop for transmitting the information to the client’s team. Together we designed possible and feasible ideas with the knowledge gathered from the project.
Our client, an international pharmaceutical company, needed to know the motivations that lead doctors to choose certain medicines for asthma and to receive feedback on two advertising messages for one of their products. In depth-interviews with general practitioners and specialist doctors were carried out in Mexico and Brazil in order to understand the tendencies for the prescription of these medications in both countries and to define what messages could be suitable for doctors in each country. In/situm identified a wider use of the client’s product versus the competition and a preference for messages about controlling illnesses over those that simply focus on the administration of the medicine.
Luis Arnal has been named Member of the Program Committee of Esomar Innovate. This year´s conference will focus on defining innovation from the heart of the matter, from the perspective of research as a driver of innovation for client companies as well as innovative developments in the market research industry. It will take place in Copenhagen from July 16 through 18.
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