Case Study

Life Insurance buyer personas
sixQ in Action at Boston Mutual
For Boston Mutual Life, sixQ helped understand buyer personas for individual life insurance.

Step One


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Step Four


We examined Boston Mutual’s desired outcomes—such as loyalty and premium size. We then developed a survey assessment model.

sixQ loaded 1,000 survey responses directly into the cloud-based software.

sixQ performed cluster analysis on the buyer persona sub-dimensions to identify meaningful patterns. Then we performed multiple regression analyses and provided descriptive statistics, such as averages and distribution, in the sixQ cloud-based software.

We presented preliminary results in sixQ with tactics mapped to strategies to provide clarity on implementation (how) in addition to strategy (what, why). A sixQ PhD then facilitated a working session with Boston Mutual’s Persona Steering committee, which agreed on the key findings and subsequent changes to implement.

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