MRSI's marketing research tools and expertise in the insurance industry help you answer critical questions such as:

• What's my company's image among consumer and/or business customers?

• How can my product be optimized (benefits vs. cost trade-offs) to meet objectives for sales growth and profitability?

• How can agents and representatives maximize cross-selling opportunities?

• How do life events (such as getting married, having a baby, buying a home or car, starting a new business, or becoming empty-nesters) trigger purchase consideration of insurance services? How can I improve my sales opportunities in those areas?

• How are my company and its products perceived by U.S. Hispanics, and what specific marketing programs can help me effectively target segments within this market?

• How effective is my advertising campaign in communicating its target message and motivating consumers to consider purchasing from me?

• How can I define unique market segments, beyond demographics, that will provide a perspective and strategy that my competitors simply don't have?

MRSI gathers marketing research data from consumers and business professionals via:

• Telephone interviewing
• Online interviewing
• In-person interviewing

Sustaining your Competitive Advantage
Now that investment companies and retail banks can also offer insurance services, the already hyper-competitive market is more cluttered than ever. It is crucial to understand how to stand out and grab the attention of the evolving face of your target market.

What do insurance customers want? Better customer service? More coverage options? Self-service capability? All of the above and more? Through marketing research such as customer satisfaction, concept testing, and habits and practices to name a few, MRSI can help you understand what's necessary to stay ahead of the competition.

Gaining your Market's Trust
Regulations such as the Gramm-Leach-Bliley Act (GLBA), Health Insurance Portability and Accountability Act (HIPAA), and Sarbanes-Oxley (SOX) have had far reaching implications across the financial services and insurance industries.

Are your customers confident their private information is safe? Are you effectively communicating your privacy and security measures and what they mean for your customers? What's the impact of these efforts on your brand?

Let MRSI help you explore the perceptions of your target market so you can develop effective marketing strategies.

Communicating Insurance Coverage Options
Americans today are underinsured for a variety of reasons. Cost is likely a factor, as is confusion regarding the services offered and what is best for each consumer's individual needs.

Is your company struggling with how to effectively communicate features and product options that your target market wants and needs? MRSI can design a custom marketing research program to help you understand the most effective communication strategies.

Growing Markets and ENFOQUE^SM
The Hispanic market is a major source of opportunity for insurance companies. The purchasing power of Hispanics is expected to reach $1 trillion by 2010 according to the University of Georgia, Selig Center.

As the purchasing power and population of Hispanics in the United States multiplies, their need for insurance services grows as well; let MRSI help you!

Keys to success in the Hispanic market include: language, community outreach, education, recognition of cultural differences, and building trust.

Using our 3-step Hispanic research solution, ENFOQUE, we tailor a research program that will help you understand how Hispanics perceive your product/category so you can make more informed decisions about how to effectively reach this target audience.

A CASE STUDY:

THE ISSUE:
An advertising campaign targeting Hispanics was developed for an insurance provider by its advertising agency. The company and its agency wanted to measure awareness levels for this new Hispanic campaign among this segment prior to and after the campaign.

THE SOLUTION:
MRSI developed a telephone survey to be conducted in high density Hispanic markets one week before the campaign rolled out and another survey to be conducted after the campaign. Research was designed to address level of unaided and aided brand awareness, as well as insurance behavior among Hispanics.

BUSINESS IMPLICATION:
The marketing research found that the Hispanic market was aware of the company, yet the advertising campaign had not increased that awareness significantly, and there was also confusion among this group regarding brand offerings. Stronger brand association needed to be developed for the company and its commercial executions directed towards Hispanics. In addition, specific offerings appropriate for various income groups in this segment must be clarified.

Find out more today!
For more information on how MRSI can help your insurance company gain insight and stay ahead of the competition call us at 513-579-1555 or use one of our online forms to quickly request additional information or to request a proposal.