In an effort to identify the right people, we initiated a research project to get into the hearts and minds of long-term care buyers. We surveyed our own long-term care policyholders as well as people who own policies from other companies. And we conducted focus groups made up of long-term care buyers and non-buyers. We wanted to know who they are, why they buy (and why they don’t), how they prefer to buy and what steps they take to educate themselves before making a buying decision. We also wanted to know how they feel about long-term care insurance and how much they understand about the risks they face if confronted with a long-term care need.