Case Study : End of Life Planning
|A leading Mutual and their Financial Corporate Partner, wanted to develop an ‘Over 50’s Legal Charge Service’, which would be invoked upon death.|
On behalf of a leading Mutual and their Financial Corporate Partner, Compass undertook a two stage developmental programme of research which enabled the development an ‘Over 50’s Legal Charge Service’, which would be invoked upon death.
This research required Compass Directors to recruit over 50 year old respondents, who were giving real consideration to what would happen immediately following their death, for groups and depths, in order to enable surviving children and/or spouse to manage and make key emotional and financial decisions e.g. arranging the Funeral, execute the Estate, etc..
Although originally intended to move onto a second stage of quantitative interviews, the initial findings demonstrated a real need to review the propositions and Compass assist our client to tailor the proposition based on findings from stage 1.
This new proposition then went into a second stage of qualitative groups, in order to provide the team with robust insight for use, not only in product development, but crucially, with regard to marketing and sales that needed to be so carefully targeted at an audience facing such practical and emotional decisions.
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