Guidebook
The Insider’s Guide to Market Research for the Insurance Industry
Table of Contents
By using a research solution tailored for insurance organizations, you gain a competitive edge in:
- Building more accurate insights – With 10% of insurance claims being incorrect (McKinsey), how much less reliable are many of the outdated research methods insurers use? Data-driven decision-making requires precision.
- Connecting with your audience – Policyholders have complex decision-making processes. Understanding their true needs and concerns—beyond superficial surveys—is essential to engagement and retention.
- Identifying trends before they impact your bottom line – What if you had recognized the rise of on-demand, app-based insurance before competitors? Agile research keeps you ahead of market shifts.
The right insights aren’t just informative—they’re transformative. So, how do you conduct research that actually impacts business outcomes? Let’s dive in.
2025 Trends: How Insurance Providers Can Stay Ahead
1. Digital Transformation and AI Integration
Technology is reshaping every aspect of insurance, from customer interactions to claims processing and underwriting automation. To ensure digital transformation delivers real value, researchers should focus on measuring AI’s impact on operational efficiency, analyzing customer sentiment toward digital experiences, and benchmarking competitor adoption of automation tools. Identifying where AI-driven underwriting improves accuracy—and where digital touchpoints create friction—will help insurers optimize their tech investments while maintaining high customer satisfaction.
2. Climate Change Impact on Insurance
With climate-related disasters increasing in frequency and severity, insurers must evaluate how shifting weather patterns impact pricing, underwriting, and coverage availability. Researchers can use geographic risk modeling, historical claims data, and consumer sentiment analysis to assess customer willingness to pay for climate-adaptive policies and identify new opportunities for climate-conscious insurance solutions. A data-backed approach will be critical in helping insurers balance risk exposure with customer affordability while ensuring policies remain competitive.
3. Personalized Insurance Products
Consumers today expect customized, flexible policies—whether it’s pay-as-you-go auto insurance, usage-based coverage, or on-demand micro-policies. Researchers should conduct segmentation studies to pinpoint demand for new product structures, run A/B tests on personalized offerings, and analyze real-time consumer behavior to refine insurance products. By tracking emerging customer needs, researchers can help insurers develop policies that drive higher adoption, retention, and long-term engagement.
4. Cybersecurity and the Growth of Cyber Insurance
As cyberattacks become more frequent and severe, cyber insurance is no longer optional—it’s essential. Researchers should investigate which industries face the highest risks, track cyber loss patterns, and assess the evolving demand for cyber coverage. Understanding how businesses perceive cyber risk and how competitive policies are structured will allow insurers to develop more targeted, high-value coverage solutions that align with market needs and evolving security threats.
5. Regulatory Changes and ESG Considerations
Regulatory oversight in the insurance industry is increasing, with a greater emphasis on compliance, sustainability, and ESG (Environmental, Social, and Governance) initiatives. Researchers must track regulatory shifts, analyze investor and customer expectations around ESG, and evaluate policyholder sentiment on sustainability efforts. By providing data-driven insights on emerging compliance requirements, researchers can help insurers proactively adapt policies, enhance transparency, and strengthen consumer trust.
The insurers who adapt quickly will not only survive—they will lead.
By leveraging agile, always-on research, insurers can stay ahead of these trends—anticipating changes, refining products, and making data-driven decisions that drive growth and customer retention. But how?
Watch our latest Insurance Webinar
Join Jeff Dahms, Director of CX Research at Physicians Mutual, Ashlee Fortney from Caresource, and members of the Fuel Cycle team for an in-depth conversation on how healthcare insurers can overcome research challenges to stay competitive and deliver exceptional member experiences.
Why Traditional Market Research Falls Short
Enter Fuel Cycle… Fuel Cycle’s Research Engine is built to connect insurance companies with their key audiences in real-time through dynamic and data-driven insight communities. Unlike traditional research methods, Fuel Cycle enables continuous engagement with policyholders, competitive buyers, and industry professionals.
With Fuel Cycle’s platform, insurance organizations can:
Research Tools to Empower Insurance Organizations
Unlocking Real-Time, Actionable Insights
Fuel Cycle combines a powerful mix of research tools to provide deep, continuous consumer intelligence:
- Surveys – Move beyond static forms with dynamic, multi-step engagement for deeper, more meaningful insights.
- Quick Polls – Capture instant, in-the-moment feedback when it matters most.
- Discussions – Run discussion forums to gather deep qualitative insights
- Product Testing – Test new coverage models, policy features, and messaging with real customers.
- Live Chat – Gather immediate insights with real-time discussions and in-chat surveys.
- Video Focus Groups – Conduct virtual, face-to-face research for deeper engagement.
- Geolocation Research – Capture insights at the exact moment of an experience (e.g., post-claim filing).
- Progressive Profiling – Track audience’s behavioral shifts, sentiment changes, and emerging trends over time with advanced profiling engine
Spotlight Feature
Asynchronous Qualitative Research
Fuel Cycle’s Asynchronous Qual Tool offers a solution. Instead of a lengthy survey, insurers can ask 1–2 key questions that require less than two minutes to answer—ideal for quick responses between patient visits or during breaks.
Why It Works for Insurance Companies
- Critical Insights – Gain first-hand feedback on claims, policies, and patient challenges.
- Seamless Engagement – Mobile-friendly, on-the-go responses fit professionals’ schedules.
- High-Impact, Low-Lift – Minimal effort for respondents, leading to richer participation and insights.
By meeting healthcare professionals where they are, insurers gain actionable insights to refine products, improve service delivery, and enhance policyholder experiences.
Research Method | Description | Insurance Industry Use Cases |
Surveys | Move beyond static forms with dynamic, multi-step engagement for deeper, more meaningful insights |
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Quick Polls | Capture instant, in-the-moment feedback when it matters most |
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Discussions | Let customers expand on survey responses for rich qualitative insights |
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Product Testing | Test new coverage models, policy features, and messaging with real customers |
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Live Chat | Gather immediate insights with real-time discussions and in-chat surveys |
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Video Focus Groups | Conduct virtual, face-to-face research for deeper engagement |
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Geolocation Research | Capture insights at the exact moment of an experience |
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Progressive Profiling | Track audience’s behavioral shifts, sentiment changes, and emerging trends over time with advanced profiling engine |
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By integrating these tools into one seamless platform, Fuel Cycle helps insurers move beyond fragmented research to drive smarter, data-driven decisions faster.
Real-World Impact: Examples of Fuel Cycle in Action
Customer Spotlight: How CareSource Leveraged Community Insights to Avoid a Costly Misstep
A CareSource business owner raised concerns that upcoming promotional materials for a product might be triggering to a specific population. Rather than taking a risk, CareSource turned to a trusted resource—an established community group of nearly 300 members from that very population.
To ensure the materials were appropriate, CareSource conducted a targeted survey with the group. Participants were shown a variety of images, including photographs and illustrations, to gauge their emotional responses and identify potential triggers. The results were eye-opening: every image used in the original materials was found to be triggering.
Recognizing the importance of this feedback, CareSource took swift action. Instead of proceeding with the materials as planned, they pulled them back before regulatory submission and completely pivoted, opting for a different visual approach.
This proactive research effort helped CareSource get ahead of potential backlash and ensure that its materials resonated positively with the intended audience. It’s a powerful example of how small-scale, highly relevant research can prevent costly mistakes before going to market.
More importantly, this case highlights the value of the trusted relationship CareSource has built with its community. By fostering a safe and open space for honest feedback, they were able to make informed decisions that respected and supported the very people they aimed to serve.
Other Use Case Examples
🚀 A non-profit health insurance company might use Fuel Cycle’s platform to gather deeper insights into policyholder experiences. By launching an ongoing engagement program, they could track customer sentiment, test new benefit structures, and refine communication strategies—ultimately leading to higher member satisfaction and retention.
🚀 An auto insurer could leverage an insight community to test reactions to a new usage-based insurance (UBI) model. By engaging policyholders early, they might uncover privacy concerns, optimize messaging, and refine pricing strategies. This proactive approach could lead to higher adoption rates and reduced churn among high-value policyholders.
🚀 A cyber insurance provider may use Fuel Cycle’s qualitative research tools to identify emerging concerns among small business owners. By analyzing real-time discussions, they could gain a deeper understanding of customer pain points, risk perceptions, and unmet needs—helping them create more competitive, targeted coverage options.
By integrating agile, always-on research, insurers can stay ahead of market shifts, anticipate customer needs, and develop data-driven strategies that drive growth, engagement, and retention.
Insurance Companies That Prioritize Agile Insights Gain a Competitive Edge
📈 They reduce churn by identifying and addressing policyholder concerns faster.
📈 They boost engagement by delivering relevant, personalized offerings.
📈 They drive innovation by understanding shifting market demands in real time.
Making Market Research Work for Insurance Organizations
Automate Where You Can
AI-powered research tools free your team from manual data collection, letting you focus on strategy and decision-making.
Broaden Your Approach
Don’t rely on just one research method. Fuel Cycle’s Research Engine integrates multiple methodologies to capture a 360-degree view of your audience.
Stay Adaptive to Data Trends
The best research is actionable. Continuously analyze insights, track emerging patterns, and adjust strategies in real-time to stay ahead of customer expectations.
📊 The insurance brands that evolve with consumer behavior will lead the industry.
Unlock Next-Level Insights with Fuel Cycle
Modern market research isn’t just about gathering data—it’s about knowing how to use it to drive impact.
We invite you to schedule a personalized demo, where we’ll show you how Fuel Cycle’s all-in-one platform can help you uncover deeper customer insights, automate research, and stay ahead of market trends. See firsthand how real-time, AI-driven insights can transform your decision-making and drive business growth.
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Fuel Cycle accelerates decision-making for iconic brands. We don’t just help you make decisions – we make them faster, smarter, and with precision. Unlock the insights you need to launch groundbreaking products, dominate customer acquisition, and outpace the competition.
With the Research Engine driving the most powerful insights communities, brands connect with their audiences at a deeper level, extracting bold, actionable insights that fuel fearless business moves.
