Insights that changed an IndustryFinding differentiators ICG
ICG helped to identify which new policy offering would be a point of differentiation strong enough to cause consumers to switch auto insurer and build brand loyalty.
Our Approach
ICG conducted consumer research across many segments to better understand the auto insurance market from the mind of the consumer. Through the use of ICG’s Empathetic Research Framework, the research team thoroughly studied the insurance industry and used projective methods to unearth customer fears and identify the core emotional need driving insurance purchasing behavior. Additionally, ICG helped to identify which new policy offering could serve as a point of differentiation strong enough to cause consumers to switch auto insurer and build brand loyalty.
Putting a focus on care
The deep emotional “Need of Care” led to the development of a new policy offering including “Accident Forgiveness” as a way to demonstrate actual care to those they insured, not just talk about it in advertising.
The Result
The core emotional “Need to feel Cared for” was identified by ICG researchers and led to the strategic recommendation for Allstate to offer “Accident Forgiveness” as a way to demonstrate care, concern and understanding to those they insured, not just talk about it in advertising. A decade later, consumers are still enthusiastic about accident forgiveness as a policy option and Allstate attributes this work to driving significant incremental growth and leading the way to adopt a more customer-centric model throughout their organization and creating a seismic shift in the insurance industry.
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