Startup Customer Value Proposition Research
A startup named backpocket was looking to disrupt the health insurance market with a focus on millennials. They came to Nomat for help with understanding their customers and testing the concept and customer value proposition through research.
Startup Customer Value Proposition Research
A startup named backpocket was looking to disrupt the health insurance market with a focus on millennials. They came to Nomat for help with understanding their customers and testing the concept and customer value proposition through research.
Startup Customer Value Proposition Research
A startup named backpocket was looking to disrupt the health insurance market with a focus on millennials. They came to Nomat for help with understanding their customers and testing the concept and customer value proposition through research.
Background
Nomat was engaged to explore the customer value proposition for their business and to research customer problems and needs in the health space. Overall, we were concept testing the backpocket customer value proposition.
As a startup, backpocket were seeking an efficient engagement that would support their staff to learn about facilitating research. In order to achieve this, Nomat ran a lean research engagement that included hands-on learning for the backpocket team.
Background
Nomat was engaged to explore the customer value proposition for their business and to research customer problems and needs in the health space. Overall, we were concept testing the backpocket customer value proposition.
As a startup, backpocket were seeking an efficient engagement that would support their staff to learn about facilitating research. In order to achieve this, Nomat ran a lean research engagement that included hands-on learning for the backpocket team.
Background
Nomat was engaged to explore the customer value proposition for their business and to research customer problems and needs in the health space. Overall, we were concept testing the backpocket customer value proposition.
As a startup, backpocket were seeking an efficient engagement that would support their staff to learn about facilitating research. In order to achieve this, Nomat ran a lean research engagement that included hands-on learning for the backpocket team.
Researching the customer value proposition
After exploring the research objectives and questions to fully understand the customer needs, we facilitated in-depth interviews. These sessions helped explore customer health needs, how they paid for health services, their perceptions of health insurance and what role they considered health to play in their lives. Nomat also gathered feedback on the proposed backpocket value proposition.
Mock-up marketing materials were used to make the proposition more tangible for participants, while also allowing Nomat to gather additional feedback. The founder of backpocket took notes during the interviews and sat in on the sessions. After completing the interviews we undertook collaborative analysis and synthesis of the data.
Researching the customer value proposition
After exploring the research objectives and questions to fully understand the customer needs, we facilitated in-depth interviews. These sessions helped explore customer health needs, how they paid for health services, their perceptions of health insurance and what role they considered health to play in their lives. Nomat also gathered feedback on the proposed backpocket value proposition.
Mock-up marketing materials were used to make the proposition more tangible for participants, while also allowing Nomat to gather additional feedback. The founder of backpocket took notes during the interviews and sat in on the sessions. After completing the interviews we undertook collaborative analysis and synthesis of the data.
Researching the customer value proposition
After exploring the research objectives and questions to fully understand the customer needs, we facilitated in-depth interviews. These sessions helped explore customer health needs, how they paid for health services, their perceptions of health insurance and what role they considered health to play in their lives. Nomat also gathered feedback on the proposed backpocket value proposition.
Mock-up marketing materials were used to make the proposition more tangible for participants, while also allowing Nomat to gather additional feedback. The founder of backpocket took notes during the interviews and sat in on the sessions. After completing the interviews we undertook collaborative analysis and synthesis of the data.
Outcome
We were able to validate that the health needs which backpocket serves existed in the market. We gathered feedback on the aspects of the value proposition which resonated with millennials and provided recommendations on those which need refinement. Finally we were able to refine the target market for backpocket.
“Working with Nomat really helped backpocket understand more about our customers and what they valued most in our product. I found the whole research so valuable, especially Nomat’s experience in getting me to think about the bigger context in our customer lives, as well as teaching me about valuable research techniques that I could do myself. Thanks to Chris and the Nomat team!”
Mereki Nieman, Co-Founder, backpocket
Outcome
We were able to validate that the health needs which backpocket serves existed in the market. We gathered feedback on the aspects of the value proposition which resonated with millennials and provided recommendations on those which need refinement. Finally we were able to refine the target market for backpocket.
“Working with Nomat really helped backpocket understand more about our customers and what they valued most in our product. I found the whole research so valuable, especially Nomat’s experience in getting me to think about the bigger context in our customer lives, as well as teaching me about valuable research techniques that I could do myself. Thanks to Chris and the Nomat team!”
Mereki Nieman, Co-Founder, backpocket
Outcome
We were able to validate that the health needs which backpocket serves existed in the market. We gathered feedback on the aspects of the value proposition which resonated with millennials and provided recommendations on those which need refinement. Finally we were able to refine the target market for backpocket.
“Working with Nomat really helped backpocket understand more about our customers and what they valued most in our product. I found the whole research so valuable, especially Nomat’s experience in getting me to think about the bigger context in our customer lives, as well as teaching me about valuable research techniques that I could do myself. Thanks to Chris and the Nomat team!”
Mereki Nieman, Co-Founder, backpocket
Interested to know more? Let’s Talk.
Interested to know more? Let’s Talk.
Interested to know more?
Let’s Talk.