The objectives of the research study are
to understand how
valuable or not aggregators are in the term life insurance purchase journey,
how and when aggregators are used and what is the trade off between brand,
price and product quality.
- More than 2000 on line interviews were conducted with consumers in the market for life insurance – either recent purchasers or actively considering purchasing in the near future
- In order to assess the trade off consumers are making we needed to put them in a situation as close to real life as possible within the interview itself
- A choice based conjoint modelling technique was used to understand the trade off consumers made