Vitality sharpens strategy with audience insights

Vitality are continually looking for ways to improve their reward scheme and felt it was the right time to reach out to members with a research programme to gain new insights.

The research aimed to provide broad recommendations for strategic and tactical opportunities to further increase membership engagement.

The outputs from the project provided recommendations for marketing and communications activity, plus product development, R&D and customer experience.

We carried out an audience research project with existing customers to understand how they interacted with Vitality’s products and services.

This included exploring behaviours, motivations and barriers to engagement, helping to build a clearer picture of the member experience.

We split the project into several key phases:

• Participant recruitment – identifying key audience segments and sourcing representatives to be interviewed

• In-depth interviews – video interviews with 26 Vitality members

• Analysis and write-up – analysing the interviews to pull out key insights and learnings, summarising these into the research report

• Research delivery – presentation of the research report to key Vitality stakeholders and discussions on prioritising recommendations.

The research generated valuable member insights, providing Vitality with a clearer understanding of how customers engage with their offering.

These insights highlighted key opportunities to improve engagement and optimise the overall customer experience.

Vitality now has a strong foundation of user research to guide future improvements and strengthen member engagement.