Insurance industry expert and actuarial software developer EMB Marketing Sciences is to carry out long-term tracking into consumer attitudes towards buying motor insurance. Fast.Map has been contracted to provide the online research service, following insights gained during a survey conducted in December.
The online portal, called EMB Quest, will monitor the performance of actual brands through questions such as, “Name the three motor insurers you are most aware of”. Consideration factors, such as recommendation or features, will also be tracked.
EMB marketing sciences director Ian Liddicoat says: “EMB has a skilled team generating pricing and business models for insurers. By seeking the consumer’s view, we can add a key component to the process and allow marketing teams to access and interrogate valuable data to complement their own research programmes.”
“The July survey will track the way in which people’s views are changing during one of the most volatile financial periods in living memory. This survey is designed to help the insurance industry to remain flexible and profitable in a market where internet purchases have pushed competition to new levels,” Liddicoat adds.