Background

Jackson wanted to better understand the optimal marketing strategy for their annuity products among U.S. investors by gaining a better understanding of:

  • Retirement Income Needs;
  • Expected sources of funds for retirement;
  • Level of importance of each component of the annuity value proposition when planning for retirement;
  • Retirement income product choices that solve for their retirement needs in context of competitive substitutes and annuities; and
  • Key drivers and barriers to choosing annuities for their retirement income needs.
Target Audience

The target audience for this study were US investors who are close to or already in retirement, who are primary decision makers familiar with at least one retirement product, with investable assets within a certain range.

Approach

Advanis first used an online bulletin board exercise to capture qualitative feedback from US investors, specifically to identify "clusters" of types of investors based on their interest in Annuities as a retirement income product and to gather findings about their levels of interest, barriers, and drivers for annuities. These clusters were further explored and validated in a quantitative, web-based survey. Once completed, Advanis delivered a report to support Jackson's marketing strategy.

Business Question

What are the key messaging strategies that Jackson needs to optimally position their annuity products across different retirement income product investors?

 

Type Analytics Segment Data Collection Reporting
Pricing
Product/Service Development
Customer Journey
Channel
Segmentation Consumers
Specialized Segment
Online
Qualitative
Infographic
PPT Report
Presentation
Search / Recherche
    Subscribe to our blog

    Get our insights blog updates right to your mailbox once per month. No spam, we promise! Your email address is always safe.

    Private Sector Newsletter

    Public Sector Newsletter

    Latest posts

    Online Reporting Improvements Lead to Easier and Faster Data Access21 Jun, 2022

    Advanis survey finds lower-income households and BIPOC Canadians are hit hardest by increases in consumer prices17 Jun, 2022

    Advanis survey finds permanent loss in religious attendance in Canada—and highlights importance of online worship16 Jun, 2022

    Health Technology Adoption in Canada28 Apr, 2022

    Canadian Perspectives on Environmental Noise Survey (CPENS)10 Mar, 2022