Merkle (www.merkleinc.com), the nation’s largest privately-held agency, announced the introduction of the Merkle Monitor, a customer insight study. This ongoing study is a primary market research solution that supports Merkle’s thought leadership position in customer relationship marketing (CRM) by providing insights into consumer behaviors to better enable its clients’ marketing strategies.
The Merkle Monitor is an online survey designed to uncover factors that affect perception, consideration, purchase intent and buying behaviors of consumers who hold or are considering the purchase of insurance and wealth management products and services. The survey is conducted twice a year among a nationally representative sample of 6,000 consumers who have opted into the study. Smaller, “barometer” surveys are fielded monthly to track key themes and identify time-sensitive shifts that drive ongoing adjustments to study content. Topics covered range from broad, market-level considerations, such as environmental or regulatory issues to more granular questions, based on individual-level needs, such as channel preferences, digital media usage patterns and product research behaviors.
“We are excited to add the Merkle Monitor to our insurance and wealth management tool kit for clients,” said John Lee, general manager of Merkle’s insurance and wealth management practice. “Not only will the study help the market as a whole with a broad range of insights on consumer preferences about healthcare insurance, retirement plans, life insurance, brokerage accounts, auto insurance, or property & casualty policies; we also offer a sponsorship program that allows clients to create exclusive, customized questions that will serve as true primary research for their own brands.”
David Magrini, Merkle’s vice president of consulting for insurance & wealth management, added “By continually gauging metrics such as the size and penetration of different product lines; the effects of digital media on consumer evaluation; and other themes that relate to the consumer decision-making process, the Merkle Monitor provides topical thought leadership and enables actionable marketing strategies. Merkle clients benefit from a wide array of practical knowledge about market conditions and trends, as well as the individual motivations of consumers within the market, and even specific to the client’s own brand.”
Merkle is a leading data-driven, technology-enabled, global performance marketing agency that specialises in the delivery of unique, personalised customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximise the value of their customer portfolios. The agency’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive people-based marketing strategies. Its combined strengths in performance media, customer experience, customer relationship management, loyalty, and enterprise marketing technology drive improved marketing results and competitive advantage. With 7,000 employees, Merkle is headquartered in Columbia, Maryland, with 21 additional offices in the US and 33 offices in Europe and APAC. In 2016, the agency joined the Dentsu Aegis Network. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkleinc.com.