a.s.r. regularly publishes content for their target audience on topics such as sustainable employment practices, sustainable employability, and vitality. But, what actually resonates with them? And how does it help with brand consideration, preference, or decisions about insurance?

In two 5hellos sessions, professionals from the target group shared their honest feedback on four content examples. They pointed out what resonates with them, where they lose interest, and what would help them take further action.

'The relatability of the stories is good – but I would prefer them to be more direct and to the point.' – Participant from session 2

Research set-up

In total, 10 entrepreneurs and decision-makers from small and medium-sized businesses participated in the two 5hellos sessions. Prior to the sessions, they answered five targeted questions about four existing a.s.r. articles.

Outcomes

The sessions showed that the professionals from the target group appreciate the personal tone and relatability in the content. At the same time, it became clear that the content sometimes feels too general or too extensive. The participants provided suggestions on how the articles could be made shorter, more concrete, and more relevant. It also became apparent that the role and added value of a.s.r. in the stories should be highlighted more.

"It was a valuable research and our team is already working with the outcomes." - Annelies Heinen - Manager Brand & Marcom Business at a.s.r.

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