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W5 conducts research projects and strategic initiatives for a variety of leading Fortune 500 and agency clients. Our work guides brands from local to global locales where products and services touch consumers’ lives in meaningful ways.

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Segmentation

 

SEGMENTATION

IDENTIFYING AND PERSONALIZING MEDICARE AUDIENCE SEGMENTS
A leading provider of government-sponsored healthcare programs desired to better understand the Medicare population and integrate “the voice of the consumer” into its strategic and tactical initiatives. The client engaged W5 to identify strategic market segments and provide engaging deliverables to fuel empathy for this audience throughout the organization.

APPROACH
W5 conducted a comprehensive segmentation survey exploring Medicare members’ health, healthcare, health insurance, and Medicare-specific behaviors, attitudes, life factors, and needs. Next, W5 conducted ethnographic research to meet members of each segment in-person, to understand their lives, perspectives, and needs in greater detail, and capture video footage of them, their quotes, and their home life.

RESULTS
W5 identified four distinct, strategically actionable, yet intuitive segments of the Medicare market, each providing different opportunities and areas of focus. The ethnography helped the client “get to know” the segments and better understand their lives and how forces in their lives lead to decisions and attitudes that guide segment membership. In addition to in-depth reporting, W5 developed a video highlight reel featuring study insights and clips of segment members talking about their lives, their health care, and thoughts around health insurance and Medicare.