BRIGHT HEALTH
CAMPAIGN EXPLORATORY QUALITATIVE RESEARCH
Discussion Guide
OBJECTIVES:
1. Understand how the campaign ideas work along the following dimensions:
a. Clarity of idea and Key Message
b. Relevance & Relatable - resonates on a personal level with their needs/attitudes
c. Emotional connection
d. Motivates patient to take action - how driven they are to raise hand/convert
e. Identify areas for optimization, messaging, and executional watch-outs
2. Gauge how the proof points are working
CAMPAIGN STIMULI : o insert list
Dyads, 30 mins each
I. WARM UP
Moderator welcomes Participants to the session and explains that she is an independent researcher and does not work for an insurance company or advertising agency. She then explains…show more content… CLARITY: What’s the story of this campaign idea? What’s going on in it?
4. MESSAGE - What does this creative idea want you to know? What’s the main message or core thought?
a. What about the idea gives you that impression?
b. Is this message important to you, if at all and why?
5. MEANINGFUL: Is there something about the idea that felt like it understands you or your life?
a. Is this idea personally meaningful to you? Why or why not?
b. Is there anything about the message of this idea and its attitude that you particularly agree with, or don’t agree with?
6. Overall, how does this creative idea make YOU feel? Probe: how would you complete this sentence: this creative idea makes me feel_____. MODERATOR TO SHOW (KUDZU’s FEELINGS WHEEL or EMOTICON PICTURES)
a. Pick one or two words that describes the feeling you get from looking at this campaign idea Moderator to capture on flip chart
b. At what point in the idea/where in the idea, did you feel this? Why do you get that feeling? What image/phrase is conjuring that up for you?
7. CHANGE: Does this idea change how you think about health insurance? How?
a. Think in terms of completing this thought: Before I came into this session, I thought____ and now I think
