Case study: Testing market appetite for a new life insurance proposition for a leading insurance provider Background: Launching an insurance proposition targeted at a new market Our client, a leading insurance provider, had developed an idea for a new life insurance proposition aimed at business owners of small to medium-sized organisations. They were in the process of finalising key product features and benefits but wanted to hear directly from potential customers about what they would most value from the product, and how to effectively bring it to market in a way that would differentiate the offering from its competitors. Meridian West was engaged to help the firm gather feedback on the ideas in development and to estimate realistic future demand for the product

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