Small Employers and the Small Business Health Options Program (SHOP): Results from a National Study of Employers with 50 or Fewer Employees about Health Insurance

Dec 1, 2015
The Affordable Care Act (ACA) has several implications for small businesses, but one opportunity is the Small Business Health Options Program or SHOP, an online marketplace for small businesses with features designed to offer flexibility to both employers and employees. The Robert Wood Johnson Foundation commissioned a national study of small employers, conducted by PerryUndem Research/Communication and GMMB, to understand their feelings about offering health insurance. In particular, the study explored awareness of and interest in SHOP. It also tested its features and identified messengers to learn how best to communicate with small employers about the benefits of using SHOP.

This report presents findings from focus groups held in Baltimore and Salt Lake City, as well as a national survey of 821 small employers with two to 50 employees. Focus groups were held in August 2015. The survey fielded September 18 through September 29. The margin of error for the survey is +/- 3.4 percentage points. Methodology, survey toplines, and the full public use data set are also available.
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