CollegeInvest
Our Work:
Current and prospective customer research, B2C research, B2B research, tracking studies, surveys, focus groups, in-depth interviews, website usability research
Corona Insights has long partnered with CollegeInvest to conduct research with their various customer groups, both business-to-consumer (B2C) and business-to-business (B2B). Much of our work has centered on tracking changes in the higher education savings market through understanding customers’ awareness and perceptions of CollegeInvest’s programs and exploring barriers to opening a 529 savings plan account. Additionally, we conducted segmentation analyses to help CollegeInvest further explore key markets and adapt relevant messaging. We have also performed website usability testing to help improve the online customer experience.
We have also engaged in research with specific customer segments for certain programs offered by CollegeInvest, such as First Step. Through surveys and interviews with parents and legal guardians of account beneficiaries, we discovered ways to increase interest in First Step by understanding what motivates potential customers to apply and identifying ways to improve messaging and outreach around the program. We have also conducted research with HR managers, business owners/C-suite executives, financial advisors, and CPAs to understand how they perceive and promote higher education savings products to their own workforce or clients.
At CollegeInvest, audience research plays a major role in developing our strategic marketing strategies, product development, and creating new services. In fact, all of our major decisions here are data-driven and Corona Insights has been an integral part of that process. For over 6 years, we’ve worked closely with them on multiple research projects to understand what both our account owners and new prospects are thinking. They listen well; they take an independent interest into our business; they offer suggestions and solutions, including business solutions; and, they respectfully challenge us and defend their positions and insights. We’re a very good team, and they are integral to our decision-making. I would recommend them in a heartbeat.
Angela Baier
CEO
CollegeInvest