Question

Given the consumer research-related problem and summarized key points below, develop a research plan for the identified problem and illustrate qualitative or quantitative data related to the research problem. Cigna Health Insurance is the designated company.
Health Insurance is an extremely important requirement for every but the global penetration of health insurance remains a measly 6.3% (Source EY data) The remedy to increase penetration lies in the consumer . The earlier a consumer decides to invest in health insurance ,the more beneficial it is for the service provider. The consumer research problem that we are looking at here what will make the consumer classify health insurance as a required need .As per Maslow's hierarchy of needs health insurance would be termed as a safety need. The second point that we need to look at is where the young millenial will buy his insurance . Buying insurance through a broker is not something that to-day's generation is likely to do. So the product needs to be available online and at the click of a mouse. The advertising also needs to be through digital medium . To-day's generation internet time is equivalent to almost the entire waking hours of an individual . So the best way to approach an individual with repeated messaging would be only through the digital channel. So consumer research will give me the 3 core points required . The distribution channel The advertising medium The message which will induce the need to purchase .

Answer 1

Target population: The people concerned about the safety as per Maslow's hierarchy of needs.
Research question: How the consumer classifies the insurance as per his safey needs and makes a decision to buy the insurance through internet.
What are the factors that influence the consumer to purchase a health insurance?
It is a mixed method that includes quantitative and qualitative data as the explanatory variables to interpret the most influencing factor that the consumer uses to make a decision to buy a health insurance.

for example:

Quantative explanatory variables
Age
Gender

Qualitative explanatory variables
Whether employed/unemployed/self-salaried/retired.etc..
Education

Second question is what makes the consumer to choose a particular health insurance through internet whether the distribution channel, the advertising medium, and the message.

Which distribution channel is the best among the various channels through internet, ex. social medias-youtube, facebook, twitter, whatsapp, etc..
What is the most targeting medium of the advertisements that will reach the people who will a health insurance?
Whether the video content, audio only, storey board, short films, etc..
What is key message that will influence the consumer?
Whether it is an emotional, technical messages, etc..