Articles by Tyler Tappendorf
Why Focus Groups Aren’t Enough: A Surprising Lesson in Marketing Insurance in Africa
Building a customer-centric company naturally requires engagement with end users. But as digital insurance provider Inclusivity Solutions discovered, sometimes just speaking to customers is not enough. Tyler Tappendorf discusses how the company combined customer feedback with more quantitative data, after focus group input conflicted with real-world results in marketing campaigns in East Africa.