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In a joint effort, LIMRA and Maddock Douglas are using the power of analysis and insight to ignite and inspire the insurance industry to innovate around consumer communication.

Language goes beyond words and phrases, and includes images, tone, the chosen media and a variety of other characteristics that form an impression. While these elements have an impact on what consumers think and how they act, in order to create something actionable for industry leaders, we purposely narrowed our focus to the language used when talking about products. Our goal in conducting this research is to help companies deliver messages that consumers will hear.

LIMRA and Maddock Douglas want to help companies see the consumer perspective. We listened to them and observed firsthand their emotions and feelings related to insurance industry language. We can articulate their pain points.

We quantified consumer attitudes, behaviors and perceptions related to insurance industry language, and we also scanned and evaluated the language currently used by industry leaders in key consumer touch points. As a result, we have identified opportunities for inspiration and innovation that can help change the industry.

Download the Summary Of Findings and How To Take Action PDFs to learn more about how you can leverage this study to create improved customer experiences for your consumers and better innovation outcomes for your organization. 



About Maddock Douglas: 

Maddock Douglas, Inc., established in 1991, is an internationally recognized innovation consulting firm that helps companies design, brand and launch new products, services, experiences and business models while also empowering an agile culture that can continually innovate. Maddock Douglas' client list includes 25 percent of the top 100 global brands and 10 out of the Fortune 50 companies. Visit MD at

About LIMRA 

LIMRA, a worldwide research, learning and development organization, is the trusted source of industry knowledge, helping more than 850 insurance and financial services companies in 64 countries increase their marketing and distribution effectiveness. Visit LIMRA at