Capturing Real-World Insight Through In-Person Meetings & Group Discussions 

This case study shows how IDR supported a leading financial services company in uncovering authentic consumer perspectives on life and disability insurance through multi-market, in-person qualitative research. 

Overview 

A leading financial services company engaged IDR to explore consumer perceptions of life and disability insurance. The study aimed to capture both individual and group-level insights across three U.S. markets: the Tri-State Area, Houston, and St. Louis. 

Using in-home ethnographies and friendship groups, the research followed strict inclusion criteria across age, income, education, geography, and financial responsibility, ensuring broad demographic coverage across urban and suburban participants. 

What We Did 

Custom Recruitment: Recruited participants based on detailed screening criteria to reflect key demographic and behavioral segments. 

Multi-Modal Fieldwork: Completed 14 in-home ethnographic interviews and 7 friendship group discussions across the Tri-State Area (NY/NJ/CT), Houston (TX), and St. Louis (MO). 

Logistical Execution: Handled full project management from end to end: 

• Scheduled two 2-hour interviews per day, typically at 9:00 AM and 2:00 PM 
• Conducted interviews consecutively within each market to optimize time and travel 
• Scheduled group sessions on consecutive weekday evenings in neutral, participant-friendly venues 

Outcome 

The client gained clear, actionable insights into how consumers think and feel about insurance, surfacing emotional drivers, behavioral patterns, and decision-making barriers. 

The in-person format proved critical in uncovering group dynamics and unspoken motivations. These findings helped the client refine messaging, improve targeting, and shape product strategy.