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FuneralProtect+ launches with Compass insight

28-Oct-2010

 

      Compass Research was delighted to have been invited to the recent launch of FuneralProtect+ another joint venture between Co-operative Life Planning (CLP) and CUNA Mutual Group.   Compass worked alongside both the CLP and CUNA Mutual product development teams, conducting two stages of qualitative research between April and July 2010.    

   The first stage of research tested and developed the new concept; a unique all encompassing family Life Insurance product, which is directly paid towards a Co-operative funeral.  An unexpected outcome of this stage was the identification of a ‘new’ target market for funeral related Life Assurance.   As a result of the stage 1 findings, the product was refined and a range of creative stimuli developed to support the communication of the product.   

     Compass undertook a second stage of research which identified the most appropriate product positioning and name, and identified the most motivating marketing messages.   At the launch it was obvious that both CLP and CUNA Mutual had listened carefully to the consumer, having acted upon Compass’s recommendations.  We are very proud to have had the opportunity to be involved in the development of this new product.

As a result of this most recent piece of work and other projects Compass has undertaken with Co-operative Life Planning and their partners, the following testimonial was provided:   

 

 “I have worked with Compass for more than 3 years on a variety of business projects including researching brand new products, propositions and creative development. The quality of their thinking and insight is outstanding and second to none in terms of marketing research agencies I have worked with over the past 10 years. Sue and Fran are passionate about what they do and exceed delivery expectations time and time again. They offer fantastic value for money and a personal service. Compass work in partnership with our business and our third party partners and marketing agencies, prompting strong questioning to design great research. They offer analysis days to allow the business to work with them through the results and always make extremely clear deductions and recommendations at the debriefing sessions. I cannot recommend Compass highly enough.”

Jacqui Rigby
Head of Sales & Marketing
The Co-operative Life Planning

   Click here for more information on FuneralProtect+



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