Finding Small Business Owners for a Fortune 500 Insurance Company
Request
A US-based Fortune 500 insurance company engaged Zintro for a project where they needed to speak with small business owners in certain US cities to discuss their liability insurance needs. The company had released new professional and general liability offerings but neither offering was doing as well as they had projected.
The research team requested to speak with 24 insurance decision makers at four types of companies: restaurants, construction, plumbing/electrical, and brick & mortar retail companies. They only wanted individuals from three particular cities within the state they’d rolled out their new offerings to. Their goal? Understand A) what did these small businesses really need from their insurance provider B) why wasn’t their highly anticipated offering doing better?
Solution
The Zintro team understood this wouldn’t be an average project from a difficulty perspective. The client only wanted participants from three cities in a single state, from four unique industries, and that had all purchased one of the two insurance offerings from a different insurance company (list of 12 names) in the previous twelve months. Not only would Zintro have to find needles in a midwestern haystack, they’d also have to educate and prove to small business owners that market research was legitimate and safe. Zintro launched the project using its network and team of recruitment specialists start the search.
Results
As expected, the search proved to be anything but easy. Many business owners refused to believe a company they’d never heard of would pay them hundreds of dollars to discuss insurance policies for an hour.
Despite the challenges, Zintro was able to present 35 candidates that passed the client’s screening requirements. This gave the client the ability to choose from the options. The client was able to get six interviews with all four of the key industry groups (24 interviews total) and was thrilled with the results! They were particularly pleased that 33% of the interviews were with owners of minority or woman-owned businesses since that was critical to their marketing efforts.
By the Numbers
24 interviews completed
8/24 (33%) with minority and women-owned businesses
35 suitable candidates to choose from 3 cities in Ohio
21/24 (87.5%) custom recruited by Zintro for this unique project
