Illustrative engagement. A representative scenario showing how we approach this kind of work in insurance. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping insurance
Insurance is bought for peace of mind and judged at the moment of a claim. Agents, digital journeys and claims experience shape trust.
- Many buyers do not fully understand their policies
- Claims experience defines the brand
- Agents remain important alongside digital
Client background
A commercial insurer, working in UAE & Saudi Arabia. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A commercial insurer
- Sector
- Insurance
- Team engaged
- Market Research
- Services
- Business panel, Qualitative research
Client challenge
The insurer wanted to grow its share of broker business.
Research objectives
- Deliver on the brief: satisfaction among insurance brokers.
- Understand the views, needs and behaviour of brokers.
- Uncover the motivations and barriers people do not state in a survey.
- Give the client evidence it can act on within 5 weeks.
Target audience
The work focused on 30 brokers.
- brokers30
Audiences we typically reach in insurance
Policy buyers and holdersClaimantsAgents and advisersProspectsScheme beneficiaries
Geographic coverage
Coverage: UAE & Saudi Arabia. Markets: United Arab Emirates and Saudi Arabia.
- United Arab Emirates
- Saudi Arabia
Research methodology
A qualitative design, built to uncover motivations, decision processes and the language people actually use.
- 1Brief
- 2Broker interviews
- 3Insight
We interviewed brokers about underwriting speed, claims support and relationship management.
Business panelQualitative research
Sampling strategy
- brokers
- 30
- Business respondents were screened on role, company size and involvement in the decision before being invited.
- Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.
- Qualitative participants were recruited purposively to cover the full range of experiences that mattered, rather than for statistical representation.
Data collection
- The online survey was mobile-friendly and offered in respondents' languages.
- Interviews and discussions were led by experienced moderators using a guide agreed with the client.
Data quality & validation
- Digital fingerprinting and duplicate checks
- Attention, speed and straight-lining checks
- Review of open-ended answers
- Recordings and transcripts for every session
- Re-screening of qualitative recruits
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Thematic coding of interviews and discussions
- Journey and decision mapping
Key findings
- Brokers valued quick quotes and a single contact.
Speed and continuity win brokers.
Recommendations
- Build on the core insight: speed and continuity win brokers.
- Focus effort where the evidence was strongest: brokers valued quick quotes and a single contact.
- Re-measure after the changes to confirm the effect.
Business impact
- The insurer introduced dedicated broker managers.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Interview summaries and key verbatims
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: how do people choose a policy?