A major broker wanted to know how it was perceived by one of its key audiences of Global underwriters.
Monitoring reasons why insurers like to deal with certain brokers, what makes a great relationship, why accounts are growing/ static/ declining, who are market leaders, benchmarking of client and competitors on placement criteria, etc.
Key aspect was tracking of how results had shifted over 2 years.
The results were to ultimately form an important sales tool for advisers in the field.
The CEO wrote to over 600 participants inviting them to take part.
Findings were benchmarked in 2009 and repeated in 2011.
A sample of 220+ telephone interviews with senior underwriters from 8 territories was achieved.
An exceptional response rate was achieved and along with favourable coverage both internally and externally.
All interviews were conducted from UK.
Published and used to engage with clients and underwriters.
Big motivational piece for CEO with broking staff globally.