COBRA Marketing Resources - Creative Marketing Resources Inc
Background - ThinkNow was commissioned by the Department of Labor and its agency, Creative Marketing Resources, to conduct a quantitative research study among Americans who had recently lost their job or had their hours and/or salary reduced. The goal of the study was to test creative concepts for COBRA among this target audience and better understand their health insurance coverage/needs. The research consisted of a nationwide online survey of n=504 participants.
Solution - ThinkNow conducted a nationwide online survey of Hispanic and African Americans online survey of n=300 qualified participants (underserved population to be defined) Using several online panel sources to complete the fielding of the survey. The purpose was to drive awareness of the Cobra program and how it can help with health insurance for those impacted by the COVID-19 pandemic.
• Questionnaire development
• Questionnaire translation (if needed)
• Questionnaire programming and testing
• Data collection
• Coding of up to 3 open ends
• Data processing
• Analysis/PowerPoint report
Results - The research revealed that familiarity with COBRA is low among this target audience and that educating them about its benefits is necessary. The study also identified the creative concept that resonates most with this audience.