GEN Y
Reaching
we asked them!
To understand what Gen Y insurance consumers
are looking for,
About us and our research.
Who we are: The PIA Partnership
How it was conducted?
Who answered questions and where?
The PIA Partnership, originally established as the Company Council of Executive Officers (CCEO) in 1996, is a group of insurance companies that work collaboratively with PIA National to conduct research and develop tools and resources designed to benefit professional independent insurance agents.
Participating Companies
• Encompass Insurance
• Erie Insurance
• Harleysville Insurance
• Liberty Mutual Insurance
• MetLife Auto & Home
• Progressive Insurance
• Selective Insurance Group
• State Auto Group
• Central Insurance Companies
• The Hanover Insurance Group
• The Hartford
• The Motorists Insurance Group
PIA and The Partnership used focus groups to conduct Gen Y research in various areas of the country. The goal of this research was to hear from them directly regarding their personal attitudes about insurance and making purchasing decisions,
Focus group participants were randomly recruited in various locations, meeting specific selection criteria.
Results from the research include :
• Recorded comments of participants
• Written responses from participants
• Observations of general attitudes
Focus group participants were randomly recruited in each city and met the following selection criteria:
• 21 – 30 years old
• Approximately 50/50 male/female split
• Own or lease a personal 4-wheel vehicle
• Full-time employed
• Not living with parents
• Not involved in the insurance industry
Focus groups were conducted in various locations to test for consistency in their responses. Locations include:
• Indianapolis, IN
• Little Rock, AR
• Richmond, VA
• Portland, OR
VIEW
RESEARCH
RESULTS
