營銷科學中心市場研究工具(英文版)(pdf 58頁)

營銷科學中心市場研究工具(英文版)內容提要：
INTERVIEW WITH JOE BLOGGS, 34 YEARS OLD, 2 KIDS, C2
On February 1, 1994 we met with Joe Bloggs and his wife. The purpose of the discussion was to understand the decision making process they go through when buying financial services.
Key points
1. They make a joint decision when buying insurance.
2. They like the appeal of a "one stop shop" with one company.
3. They dislike home service and find it uncomfortable but instead prefer using the telephone.
Issues
1. An in-depth study of cross-selling opportunities and appeal would be beneficial.
2. A more thorough understanding of selling channels would be useful.
Next steps
Quantify segment size and scale of opportunities
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