Addressing the research needs of the insurance sector

摘要

Purpose - The purpose of this paper is to report on HEIF4 funded research exploring the importantrnareas of research currently being conducted by insurance research practitioners and to identify the keyrnchallenges they face when conducting this research.rnDesign/methodology/approach - Empirical data was collected via ten in-depth telephonerninterviews and two separate round table group discussions with research practitioners in therngeneral insurance sector.rnFindings - Three key challenges were identified: over-researching and respondent fatigue; thernincreasing use of incentives and the emergence of professional respondents; and the problem ofrnensuring research credibility. The findings reveal the need to update research practices, to takernaccount of the changing context within which research is undertaken, discussing researchrnmethodologies and social issues as well as the evolving and ever changing nature of research.rnResearch limitations/implications - The study focused on the general insurance sector. Thernchallenges identified reflect in part the unique nature of this sector but are likely to be equallyrnapplicable to other financial services sectors. It would therefore be useful to explore the prevalence ofrnthese challenges in other financial sectors.rnPractical implications - The paper calls on academic researchers to address the challengesrnidentified. Research practitioners want further information, guidance and to learn from "best practice"rnon how new research techniques can be used to provide quality and timely research; the impactrnincentives have on research in a business and management context; and how the value of research canrnbe measured. These implications are discussed against a financial backdrop and take account ofrnacademic, practitioner and industry challenges.rnOriginality/value - Academic research on marketing in the insurance context remains scant. Thisrnpaper highlights the needs and challenges of this sector.