The quest: Campbell Ewald was tasked with determining if advertising used in past Covered California campaigns was still effective in encouraging uninsured Californians to sign up for health insurance via the state health insurance exchange.
The need: A research partner to provide qualitative research to uncover and understand current perceptions of and barriers and motivations to getting health insurance through Covered CA among existing and new audiences.
The solution: ThinkNow conducted 15 focus groups with segments in both Southern and Northern California targeting Hispanic, African American, and multi-segment audiences.
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