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Insuring Trust: Gauging the Emotional Pull and Impact of Insurance Advertising
Research Objectives
To evaluate each proposition based on Spontaneous Appeal & Perceptions, Key Attention Hooks, Perceived Functional and Emotional Benefits, Comprehension and Message Take Out, Relevance & Credibility, Persuasiveness and Impact on Brand Image.
To understand the potential of the ideas in driving the honest and promise keeping intent of client’s brand.
To arrive at the route which would create a stronger disposition towards client’s brand.
Approach and Methodology
Focus Group Discussion
With 8 respondents
Lasting up to 1.5 hours
At a Central Venue
SAMPLE SIZE: 8 FGDs
MARKET: Delhi, Mumbai, Chennai & Bangalore
Target Group
Male
30-55 Years
Working and Businessman
SEC: A/B
Annual HH income > INR 5 Lacs
Usership
Customers who have recently purchased life insurance policy from Max Life Insurance, HDFC Life, ICICI Prudential etc. in the last 3 months.
Protection Reimagined: Insurance Perception and Brand Positioning Gaps
This study explores perceptions around illness insurance, examining gaps between intended and perceived brand positioning. It reveals trust drivers, product awareness, decision-making factors, and the emotional landscape of financial planning in the face of health uncertainties.