Mapping out a new strategic pathway
Mensura is a Belgian company specializing in occupational health and safety services, including risk prevention, medical examinations, and health promotion programs. While making sure clients meet regulatory standards is part of what they do, Mensura aims to go beyond just legal compliance. Withan offer aimed to inspire and enable companies to deploy fitter, healthier and happier employees, the company is set out to become the preferred wellbeing partner for employers and employees.
Business challenge
For years, occupational health and safety services were dominated by a few familiar competitors offering standard services within a strict legal framework. But the landscape is shifting rapidly, with new wellbeing players entering the market. This forced Mensura to rethink its value, market position, and long-term goals. Although customer-focused, Mensura had been relying on industry stability, which left them disconnected from unmet market needs and unaware of their growth potential. While they had a clear vision of their next steps, they lacked the insights to understand what this new direction should look like and whether customers would accept it.
To figure out what customers are truly looking for in a wellbeing partner and pinpoint the perfect place to start, Mensura turned to BUFFL.
How we made the difference
Over a period of 2 months, different surveys were launched to the BUFFL panel to provide Mensura with clarity. Starting from scratch using exploratory research, Mensura was able to draw a complete and clear picture of all domains included in the broad wellbeing landscape. They discovered additional market potential, gained insight into what exactly keeps their customers awake at night regarding, for example, financial wellbeing and learned they were being perceived more positively than expected. Open answers provided lots of inspiration for how they might improve their current offer and fulfil their role as a wellbeing partner.
With the full potential mapped out, finding focus was key. Using several validation surveys, Mensura was able to pinpoint the perfect entry point and gain absolute confirmation of their right to play in this turbulent arena. The research provided crucial information that led to unblocking decisions that had been on the table for quite a while but for which hard data was missing to finally and confidently take that plunge.
How we added value
Data: Different domains are validated as potential areas for credible entry by Mensura, with a clear hierarchy of market potential between them based on the strength of customer needs. Data points toward huge patches of common ground across different market segments, hinting toward the potential of a more streamlined product and services portfolio going forward.
Insights: The most pressing wellbeing/customer challenge also happens to be the area in which Mensura is perceived as a credible player and for which employers are willing to invest.
Decisions: Mensura decisively selects the most pressing customer challenge/wellbeing domain as beachhead for its new strategic direction. Having willingness to invest validated significantly contributed to the confidence with which the decision was made.
