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Task Evaluation of the perception of the target audience of new insurance products in the field of auto insurance and property insurance.
Solution

The Bureau of Marketing Technologies held 7 focus groups in three cities of Ukraine(Kiev, Lviv, Dnipropetrovsk) with two segments of the target audience (real and potential clients of insurance companies). Such exclusive methods were used: «Emo-test», leddering, the method of semantic differential. As a result, the Bureau has prepared recommendations for the finalization of insurance products, has proposed concrete measures to promote new products on the market, and has recommended correction of the base names of new products.

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