A tech-enabled travel insurance company that gives travelers exactly what they need—nothing more, nothing less.
Recognizing the opportunity to provide relevant travel insurance products to US travelers, battleface teamed up with ZoCo to better understand perceptions and goals for travel insurance.
US travelers just don’t buy travel insurance like Brits.
battleface got its start providing insurance to UK travelers, where travel insurance is commonly purchased. But Americans are different—their frequency of buying travel insurance doesn’t correlate to the number of trips they take.
To understand differences among US travelers, we developed six psychographic personas.
These personas were based on travel behaviors and beliefs discovered in the qualitative interviews instead of demographic data—because how people think and what they do is more telling than their age, income, race, or gender.
Themes of safety, flexibility, and value had a defined nuance depending on which persona lens was used.
Because battleface has ambitions to grow and adapt their offering, we found additional customer needs and brainstormed product offerings or tangential services to help their customers.
In the US, “insurance” is a dirty word.
“It’s impossible to collect.”
“They’re just out to get your money.”
“Insurance is a necessary evil.”
The perception of other insurance industries are projected onto travel insurance—even though a larger majority of travel claims are successful.
So we developed a cheeky messaging strategy to take on these misconceptions.
As they continue to expand, this research helped battleface prioritize messaging and product offerings for the US.
Our experience with ZoCo transcended brand strategy and positioning. The ZoCo team became an extension of our obsession with providing relevant products to today’s travelers. Not only has their research helped refine our brand messaging, but their plethora of insights has also formed one of the pillars of our broader product strategy. As a start-up, the boost ZoCo gave to our own consumer and market research is invaluable.
Derek Dehart, Head of Product
After all that research, we’ll be buying battleface policies for the foreseeable future.