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.
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.
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.
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