Case Study
A community of decision-makers
The National Employee Benefits Advisory Forum is an exclusive organization formed to exchange information, advice, and opinions concerning employee benefits among benefits providers, brokers, consultants, and employers.
Problem
An insurance company, whose culture values the importance of gathering and acting on the feedback of its customers, struggled to reach its B2B customers as frequently and cost-effectively as desired. Recruiting and verifying vendors for each research need was time-consuming and costly, and they often worried about biases built into its market research efforts.
Recommendation
The insurance company and PeopleMetrics identified and developed a solution: to establish and maintain the National Employee Benefits Forum as a community of B2B insurance customers that could be tapped into for various market research needs
Outcome
Since the creation of NEBAF, the community has been leveraged to conduct dozens of research initiatives, ranging from product development to corporate strategy to brand awareness to competitive intelligence gathering. All of the research has been branded as its own community, and the panel has grown to 4000+ members. The insurance company has a reliable, agile resource for research that it can tap into as needed