Perigon Life Focus Groups:
Opportunity
As Perigon Life prepared to launch its innovative voluntary benefits platform across Canada and the U.S., the company partnered with NKPR—an award-winning public relations and digital marketing agency—to support its go-to-market strategy. NKPR led curated Perigon Life Focus Groups with HR professionals to uncover actionable insights into employee preferences, insurance benefit expectations, and potential barriers to adoption. This collaborative effort provided Perigon Life with valuable, real-time feedback to fine-tune its product positioning, marketing strategy, and overall platform rollout.
What We Did
Innovative Strategy Development: NKPR originated the concept of hosting a focus group to support Perigon Life’s product development and market entry strategy.
Diverse Participant Curation: We curated and invited HR leaders within NKPR’s extensive network to complement HR executives in Perigon Life’s network, ensuring diverse perspectives across industries, roles, and organization sizes.
Seamless Execution: NKPR coordinated and executed all logistics, hosting the session at our Toronto office.
Collaborative Content Creation: We developed the full focus group presentation and line of questioning in collaboration with Perigon Life’s leadership, aligning the discussion with business objectives.
Expert Moderation: The conversation was moderated live by NKPR President Natasha Koifman, with strategic contributions from Perigon Life’s leadership team.
High-Quality Content Capture: We captured high-quality video and audio, enabling the creation of sound bites, social media reels, and internal reference material.
Comprehensive Reporting: NKPR delivered transcripts of the conversation and a post-session insights summary to guide internal decision-making.
Strategic Content Guidance: We advised on post-event content strategy, including the development of blog posts, LinkedIn content, and brand messaging inspired by key takeaways.
Results
Actionable Insights: Provided Perigon Life with actionable insights into employee preferences regarding benefits packages across different industries, career stages, and company sizes.
Informed Communication Strategies: Offered clear guidance on how employers prefer to communicate benefits and identified barriers to adoption, informing Perigon Life’s go-to-market strategy.
Enhanced Networking Opportunities: Facilitated valuable relationship-building with HR leaders, generating new business opportunities stemming from direct connections made through the focus group.
Content Development: Created an opportunity for valuable new content during the Perigon Life Focus Groups that could be leveraged for marketing and PR purposes across Perigon Life’s digital platforms as it prepared to launch.