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  • About
  • Capabilities
    • Jobs to be Done
    • Growth Strategies
    • Define New Products
    • Go-to-Market Plans
    • Innovation Capabilities
  • Industries
    • Consumer Industries
    • Financial Services
    • Healthcare & Life Sciences
    • Technology
  • Results
  • Thinking
  • Non-Profit Work
    • Arts & Culture
    • Social Innovation
  • Contact
CASE STUDY

Improving the quality of life in retirement with Jobs to be Done customer research

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OBJECTIVE
UnitedHealthcare, one of the largest health insurers in the United States, sought new, customer-centric ideas for improving its health insurance products for seniors. 
APPROACH
  • Conducted Jobs to be Done customer research with seniors to learn about their health goals, needs, and motivations 
  • Used quantitative methods to isolate the most acute customer needs and define target subcategories where UnitedHealthcare had a competitive advantage
  • Developed product and service concepts with the UnitedHealthcare team  
IMPACT
The Jobs to be Done research was a powerful reminder that emotional health needs are just as important for seniors as physical health requirements. Our work with UnitedHealthcare led to several new product and service concepts addressing a more holistic set of senior health needs.
JOBS TO BE DONE
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New Markets Advisors is a boutique consulting firm that helps companies determine what to bring to market and how to do it successfully

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