IIABA Explores Its Member Resources
Ricochet ran five focus groups for IIABA to learn how members really use its resources, then turned six key insights into five actionable recommendations.
What was holding IIABA back?
The Independent Insurance Agents & Brokers of America (IIABA) supports nearly 25,000 independent agency locations nationwide. It knew its member resources could be better, but it was not sure where to start. IIABA needed to understand how members really felt about those resources and gather ideas for improving them. It asked Ricochet to find out directly from the members themselves.
What did Ricochet do?
Ricochet organized and ran five focus groups. Participants came from different locations and from insurance brokerages of different sizes, so every key member segment had a voice. Ricochet handled nearly the whole process, from writing the invitations through choosing the participants. The groups surfaced six key insights about how members see and use IIABA's resources. From that feedback, Ricochet delivered five actionable recommendations.
What changed for IIABA's members?
IIABA members got a direct say in the resources built for them. Agencies of different sizes and locations told IIABA in their own words what works and what falls short. With six insights and five recommendations in hand, IIABA can improve its resources based on what members actually need instead of guesses, so the tools they rely on deliver more value.
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