Preface
Making a rapid transformation from a traditional, sales-led business to a modern customer focused organization, MetLife needed to re-invigorate its brand and deliver compelling offers in its top markets, Japan being chief among these.
MetLife's approach combined significant analytical rigor and a holistic research program, to identify high-value target segments, design attractive offers that addressed their needs, and uncover a universal consumer insight relating to the concept of Rougo- the Japanese word for 'life after retirement' - a word describing a life-stage that despite Japan's advanced economic status drives anxiety across all age groups. With this insight,...