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| Author: | Morton, P. Tarrant, C. |
| Title: | A new dimension to financial product innovation research |
| Journal: | Marketing and Research Today
1994 : AUG, VOL. 22:3, p. 173-180 |
| Index terms: | MARKETING FINANCIAL INNOVATION RESEARCH |
| Language: | eng |
| Abstract: | This paper illustrates how Eagle Star Insurance innovated an existing research tool and by presenting it as a game overcame the barriers to researching insurance. The company not only succeeded in generating dynamic, real data on product cover coupled with spending preferences and behaviour - it also put the fun back into research. They succeeded in adding a new dimension to a unique tool: a new dimension to future financial product innovation research. |
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