Phoenix Marketing has the depth of experience and the innovative, disciplined approach that insurance marketers need to understand their brand, their customers and the market forces that affect them. Our clients benefit not only from our team’s decades of experience researching the stakeholders in the insurance industry, but from their experiences working within the industry as well.
We provide a variety of research services, both qualitative and quantitative, in order that insurance clients and their marketing partners can develop the products, services, and messaging platforms to grow their brands and improve their bottom lines. Our clients find that our industry knowledge and our experience targeting and interviewing their key audiences (consumers, end users, brokers, HR managers, employees, etc.) make for successful projects and enlightening results
The Phoenix Insurance research team conducts numerous custom projects for our clients using both qualitative and quantitative methodologies. We work closely with our clients to identify their specific research objectives and design each study with the goal of providing in-depth information, unique insights and actionable recommendations. Because many of our team members have worked in the insurance industry in several different capacities, our insurance clients benefit from that depth of knowledge.
Our insurance research services cover consumers, brokers, business decision-makers and employees in the P&C, Life, Health and Group Benefits categories.
Recent assignments include:
- Brand and Ad Tracking
- In-Depth Discussion Forums
- Customer Satisfaction Tracking
- Insurer Publication research
- Employee Communications Research
- Internet Usage Profiling
- Broker Satisfaction
- Broker Values
- New Product Development
- Specialty Insurance Coverages
- Value Proposition research
- Market Assessment
- Ad and Copy Testing
- Win/Loss Auditing
- Employee Satisfaction
- Distribution Channel studies
Syndicated Research: Consumer Property and Casualty Insurance
Phoenix’s Insurance Research Group conducts a syndicated advertising and brand performance tracking study for the Consumer Property and Casualty Insurance industry using our AdPi® and BrandPi® Audit methodology.
The Phoenix AdPi® and BrandPi® Audits (Advertising Performance Index and Brand Performance Index Audits) measure the impact of marketing communications on brand and business performance. Rapid-response reporting allows clients to make quick decisions around ways to optimize marketing programs and media budgets.
Our Consumer P&C Insurance Category Audit delivers the largest sample and broadest competitive view for the lowest cost. While monthly data collection is syndicated, analysis and reporting are customized, with built in flexibility to meet clients’ specific needs. Phoenix surveys 1,400+ respondents every month and collects performance data on 40+ top spend national ads in the category every quarter. TV (full motion video) and Print ads are core, yet other types of communications may be added. Our large sample base allows clients to tailor reporting to match proprietary targets, while client-defined segmentation may also be added to the study. Reporting is customized for each client and includes monthly brand scorecards and quarterly brand and advertising reports.
The study is broken into two components – one focused on brand and one focused on advertising. The brand portion covers a wide range of topics including:
- Brand Positioning
- BrandPi® Continuum – Indicates Each Brands’ Customer Retention and Prospect Engagement
- Current Relationships
- Cross-Brand Usage
- Quote Volume
- Demographic and Behavioral Consumer Profiles
The advertising section includes:
- Creative Assessment and In-Market Performance of the Top Media Spend Insurance Advertising in the Quarter
- Recall and Response to Tested Ads
- Creative Assessment of Proprietary Client Ads
- Individual AdPi® Scores- Indicates the Potential of Each Ad to Drive Response In-Market
Our database of brand and ad information dates back several years, so in addition to current subscriptions to the Audit, we also offer historical analyses on a customized basis.
