Life Insurance Customer Journey Survey
Understand how policyholders evaluate insurers, compare protection options, and navigate purchase, servicing, and claims experiences, so you can sharpen acquisition, refine pricing, strengthen retention, improve positioning, increase conversion, and optimise customer segmentation and channel strategy.
CONTEXT & RELEVANCE
Why run this survey now
Most policyholders don't lose confidence purely on premium levels. They disengage due to unclear benefits, advisor pressure, servicing friction, claim uncertainty, and weak communication, none of which fully show up in renewal dashboards or complaint logs.
If you are...
- Life insurance business heads
- Customer experience leaders
- Distribution strategy teams
- Product and pricing managers
RESEARCH THEMES
What This Survey Investigates
Eight interconnected research themes that map the complete life insurance journey from need recognition to renewal advocacy.
Awareness & Need
- Protection need triggers
- Category awareness sources
Research & Consideration
- Insurer comparison criteria
- Information source credibility
Advisor & Channel
- Advice quality and trust
- Channel convenience expectations
Product & Coverage
- Benefit structure preferences
- Premium value perceptions
Application & Underwriting
- Form completion friction
- Medical underwriting experience
Policy Onboarding
- Issuance communication clarity
- Early policy understanding
Service & Claims
- Service request resolution
- Claim confidence and support
Renewal & Advocacy
- Renewal decision drivers
- Loyalty and recommendation intent
SAMPLING STRATEGY
Tell us about your ideal sample
Help us understand your target respondent profile. Select what applies, we'll design the optimal sample plan based on your inputs.
METHODOLOGY
Survey approach
For Life Insurance Customer Journey Survey, we recommend a blended quantitative and qualitative approach with flexible data-collection modes to balance reach, depth, and verification across purchase, servicing, claims, and renewal stages.
EXECUTION PROCESS
How we execute
A proven 9-step process from scoping to delivery, designed to ensure quality, speed, and actionable insights.
Define the decision frame
Confirm objectives, target cohorts, geographies, and reporting cuts
Define the decision frame
Design the instrument
Build workstream modules mapped to outputs (drivers, friction, pricing, retention, trust)
Design the instrument
Lock the questionnaire
Review wording, sequencing, LOI, and competitive context; approve final version
Lock the questionnaire
Pilot and calibrate
Test comprehension and ease quality; refine quotas and remove friction where needed
Pilot and calibrate
Run fieldwork
Execute collection with active quota management and feasibility controls
Run fieldwork
Assure quality
Dedupe, attention checks, speed/consistency rules, removals with audit trail
Assure quality
Prepare the dataset
Clean data and deliver codebook/variable definitions
Prepare the dataset
Analyse and synthesise
Driver ranking, leakage diagnostics, pricing bands, segment insights
Analyse and synthesise
Deliver and align
Executive deck (optional dashboard) and leadership readout with recommendations
Deliver and align
COMMERCIAL TERMS
Request a Commercial Proposal
Pricing depends on cohort, geography, sample size, approach, LOI, and deliverables. Configure below for an indicative estimate.
Select Sample Size
Geography
Select Mode of Survey
Length of the Interview
$0.00
+ applicable taxes
Cost Breakdown
Note: Estimate is indicative only. Final pricing is subject to scope finalization after discovery call.
REFERENCE CASELETS
Reference
Real-world examples of survey work in the life insurance space.
Term Insurance Proposition & Channel Positioning Study (Pan-India)
OBJECTIVE
WHAT WE DID
DELIVERED
Term Insurance Proposition & Channel Positioning Study (Pan-India)
Savings Plan Pricing & Benefit Segmentation Study (India)
Term Insurance Proposition & Channel Positioning Study (Pan-India)
OBJECTIVE
A pan-India insurer needed to understand how first-time protection buyers , young families , and self-employed customers compared term plans, evaluated insurer credibility, and selected between advisor-led, bancassurance, and direct digital purchase routes.
WHAT WE DID
We conducted a structured online survey with quotas by age, city tier, income, and channel, capturing brand consideration , premium sensitivity , benefit comprehension, advisor influence, digital research behaviour, and reasons for rejecting competing term propositions.
DELIVERED
The engagement delivered a preference map , channel leverage matrix , message territory framework , and segment-level positioning priorities showing which proof points, benefit narratives, and purchase routes mattered most across distinct protection buyer cohorts.
FREQUENTLY ASKED QUESTIONS
Common Questions
Answers to frequently asked questions about this survey mandate.
What decisions will this survey enable?
Who is the buyer vs who are the respondents?
Can we see differences between first-time buyers, long-tenure policyholders and claimants?
How will you measure product preference beyond simple ratings?
Will the survey map the full life insurance journey and drop-offs?
Can this survey inform product and pricing strategy?
How will findings improve our purchase conversion across channels?
Still have questions?
Schedule a discovery call to discuss your specific needs and get a custom quote.