Thought leadership – the future of insurance

Google wanted to provide their insurance clients with fresh insight on what the future of insurance might look like, and what this would mean for insurers.

The end result was an industry event at which the research was presented to over 80 senior insurance clients. Attendee feedback from the event rated it 4.5 / 5 for overall satisfaction, and Google have since presented the research in the US and are taking the findings to individual clients.

To reach these findings, we partnered with our qual friends, Little Wing, to conduct an expert – consumer sandwich:

1. Experts – interviews with industry experts to identify potential directions of change

2. Consumers – focus groups to explore consumer needs and reactions to hypothetical future offerings from insurers

3. Consumers – online survey to quantify key behaviours and interest in future offerings

4. Experts – further interviews to unpick what the consumer perspective on future offerings means for the insurance industry

After each stage, we held analysis working sessions with the Google team to ensure the project evolved collaboratively and with the maximum commercial relevance.

The clients were delighted with the project, ‘Old Salt and Little Wing’s experience was invaluable as they interrogated and built on our brief. Syann and Sarah immersed themselves in the project objectives and brought a level of dedication and creativity to the project that other agencies will struggle to match’.

Audience understanding – young people and sports media
SVOD strategy – informing growth in Europe
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