Input from more than 5.000 respondents externally and internally
The first important step was an understanding of Alm. Brands position in the market – both in relation to B2C and B2B segments. To achieve this, 32 one-to-one interviews were conducted with selected employees and customers, as well as studying competing insurance companies, social trends and purchasing behaviour. All this information formed the basis for the development of creative test stimuli, which was tested quantitatively among selected customer segments and internally in Alm. Brand. Values, pay-offs, commercial positions, and brand concepts were part of the test, and a total of 5.565 potential and existing customers as well as employees, ended up giving their opinion.