Market research increases awareness: case study of Swiss insurance

Market research increases awareness: case study of Swiss insurance

According to a report by www.horizont.net, Sympany, a Swiss insurance group, has been working on its increased awareness in recent years. Although the company was successful in terms of service and customer loyalty, it ranked last in supported awareness among twelve major health insurers. This has led to a repositioning and comprehensive marketing strategy. Sympany has invested more heavily in market research to put the brand in the spotlight and achieve greater awareness. The efforts have paid off, as awareness of the Sympany brand has increased by around eleven percentage points.

In 2022, Sympany decided to position itself clearly in the Swiss market and develop an image profile that highlights new qualities and credibly presents the relevant aspects for potential new customers. Market research studies have shown that Sympany was rarely associated with the desired characteristics due to its low market presence, especially among potential new customers. To overcome this challenge, the company worked with various market research methods to analyze customers' associations with the brand and formulate corresponding image goals.

A three-year marketing campaign with a limited budget was launched to raise awareness of the brand and give it the desired profile. Although the budget was modest compared to the market, the awareness of the Sympany brand was increased by around eleven percentage points. This shows that Sympany was able to carry out effective marketing despite a limited budget through a clear strategy and the targeted use of tools supported by market research.

Overall, Sympany's experience shows how important market research and a well-thought-out marketing strategy are for positioning and increasing awareness of a brand. By using technological tools and in-depth data, Sympany was able to achieve impressive results despite limited resources. This highlights the importance of market research and data-driven decisions in marketing.

Sympany's success story highlights how targeted market research can help improve brand awareness and image, even in the case of limited resources. It is becoming clear that companies that invest in market research and use sound data can gain a decisive competitive advantage.