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.