Reference no: EM132273249

Given the consumer research-related problem and summarized key points below, evaluate secondary data and information related to the 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 .