Case Study: BCAA drives membership growth and new perk adoption with Dig Insights' conjoint analysis

How BCAA used Conjoint to implement new features and drive growth

The British Columbia Automobile Association (BCAA) sought to expand its membership and enhance the value of its offerings beyond its core roadside assistance service. They engaged the vendor Dig Insights to help identify which new potential membership perks would effectively drive customer uptake and how to market them, while also analyzing if a proposed low-price strategy would be profitable.

Dig Insights implemented a conjoint analysis, presenting potential and existing perks through a custom online interface for respondents to evaluate. This solution allowed BCAA to confidently integrate popular new features, such as adventure mobile rentals, while discarding those that did not resonate. As a result of the insights provided by Dig Insights, the client abandoned the unprofitable low-price strategy and was able to grow its membership with a revised, data-backed plan.

BCAA