Customer insights for an insurance broker - outcome-based segmentation based on the Jobs-to-be-done Framework

Abstract

The broker insurance market is described as a highly competitive market. In general, service providers are continuously under pressure to innovate by designing new services or adapting existing ones. This Bachelor Thesis is concerned with gaining customer insights through the Jobs-to-be-done Frame-work. Customer insights gained during the Outcome-driven innovation process support the decision makers' innovation strategy for business to business customer.