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Marketing Research Articles Related to the Insurance Industry

Marketing Research Articles Related to the Insurance Industry

Showing items 1-19 of 19.

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Can you foster customer loyalty in a low-engagement industry like insurance?

Published
July 2011
Authors
Pete Jacques and John Martin
Abstract
The authors provide strategies for how to think about and begin measuring and improving customer loyalty in the insurance industry.

CIGNA uses an ongoing patient satisfaction study to tailor service of its health plans

Published
November 1991
Author
Quirk's Staff
Abstract
The Employee Benefits Division of the CIGNA Corporation conducted an ongoing patient satisfaction survey using phone interviews with its members. The goal was to assess members’ satisfaction with their primary care physicians in order to help CIGNA identify tangible ways to improve service.

Focus groups guide creation of environmental insurance product

Published
December 1991
Author
Mary Ellen Gallagher
Abstract
To create its new environmental insurance product, ERIC Group Inc. used focus groups including executives who would make the ultimate decision on a purchase as well as people who would most likely influence the top decision maker. The 25 focus groups resulted in significant changes to the policy, such as who and what it would cover.

Focus gruops give a Dallas hospital insight into men's attitudes toward health care

Published
January 1993
Author
Quirk's Staff
Abstract
Focus groups give a Dallas hospital insight into men's attitudes toward health care.

In Case You Missed It... August 2013

Published
August 2013
Author
Quirk's Staff
Abstract
News and notes on marketing and research: Latino growth; health insurance rankings

Insurance company combines methods for Web site usability research

Published
July 2004
Authors
Nancy Bristow and Kenneth Yang
Abstract
Using an insurance company that was researching adding a feature to its Web site as an example, the article shows how site usability research can have both a qualitative and a quantitative component.

Leaving an HMO: What does the member remember?

Published
June 1989
Author
Quirk's Staff
Abstract
KCA Research Inc. recently conducted a telephone survey for a group practice model HMO to determine why members who had voluntarily terminated had made that decision. The 300 members contacted provided interesting results, particularly in terms of the number of them who did not recall switching health plans in the previous year.

Minnesota Mutual charts efficient marketing with MAPS

Published
April 1989
Author
Nance Olson
Abstract
Minnesota Mutual combined PRIZM, VALS and NFO data with existing purchasing information to develop Mortgage Audience Profiling System (MAPS), a marketing segmentation system to reach its most critical database: potential customers. With various database and segmentation information available via computer, Minnesota Mutual’s sales attempts can be that much more effective.

MONY still reaping rewards from mid-'90s African-American marketing initiative

Published
April 1999
Author
Quirk's Staff
Abstract
In the mid-‘90s, MONY Group began an initiative aimed at the African-American market. This article discusses MONY’s initiative and results—immediate and long-term.

Product configuration: a research technique for the times

Published
February 2012
Author
Rajan Sambandam
Abstract
With more and more opportunities available for consumers to design their own products, a research tool that uses a similar approach makes perfect sense, the authors say.

Report finds high satisfaction with point-of-service health plans in two cities

Published
January 1993
Author
Quirk's Staff
Abstract
This article provides and overview of the findings of two studies regarding participation in triple-option, point-of-service health benefit plans.

Satisfaction research confirms employees' view that Farm Bureau is tops in service

Published
October 2002
Author
Kristi Gale
Abstract
Farm Bureau Financial Services used in-depth interviews and a mail survey to measure claimant satisfaction.

Trade Talk: Notes from Los Angeles

Published
October 2003
Author
Joseph Rydholm, Quirk's Editor
Abstract
This article presents some highlights of the American Marketing Association’s annual conference in September 2003.

Trade Talk: Reading the tea leaves in Boston

Published
July 2004
Author
Joseph Rydholm, Quirk's Editor
Abstract
A report on some of the highlights of the Marketing Research Association’s 2004 conference.

Trade Talk: Study links unhealthy lifestyles with high medical costs

Published
February 1988
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
A look at a study designed to measure utilization and cost of medical care according to the level of risk produced by a given behavior.

Using an in-house sales panel to enhance a total marketing research program

Published
December 1990
Authors
Debra Hansen and Christine Rix
Abstract
Mutual of Omaha Insurance Co. established an ongoing agent panel to complement its primary consumer research to explore issues such as advertising effectiveness, product concepts, sales ideas, market/buyer characteristics and other marketing-related issues. A short survey was used to determine agent willingness to be a panel member and to develop profiles of the responding panel members.

Using recognition-based tracking to compare the ROI of print, radio and TV

Published
March 1999
Authors
Don Bruzzone and Lizabeth L. Reyer
Abstract
Ad campaigns often include a variety of media, which often leads to questions about effectiveness. This article is a case history from a continuing recognition-based tracking study by BlueCross BlueShield of Minnesota that shows a way to answer all the questions that arise regarding which medium is best.

Utilizing eye-tracking to optimize direct mail

Published
May 2012
Author
Cathleen Zapata
Abstract
An analysis of a project in which eye-tracking was used to measure the impact of several direct mail campaigns.

With research as a guide, General American Insurance restructures for the future

Published
October 1994
Authors
Sally Martin and Susan Spaulding
Abstract
Market Directions conducted focus groups, in-depth interviews and telephone interviews to understand what drives customer satisfaction regarding health insurance.