The National Insurance Brokers Association (NIBA) is waiting for the results of market research on consumer attitudes to insurance before working with the Insurance Council of Australia (ICA) on an education campaign.

NIBA CEO Dallas Booth told insuranceNEWS.com.au the research consultants are due to deliver their report in the next few weeks.

“Rather than launching into a marketing campaign, ICA has started the sensible process of undertaking market research looking at quantitative and qualitative reactions to insurance,” Mr Booth says.

“This will help us understand what are the current perceptions about insurance and the misconceptions.”    

An ICA spokesman says the project, called Brand Insurance, was started late last year with the aim of strengthening community confidence and respect for the general insurance industry.

“The project will build confidence in the insurance industry and raise awareness of the importance of insurance to the everyday lives of Australians, as well as the wider economy,” he said.

Mr Booth says NIBA is working closely with ICA on the project and supports its aims.

“We accept insurance is a grudge purchase made once a year, but we are keen to see a campaign that encourages more people to buy cover and use a broker to help with their purchase,” he said.

“The results from the market survey are being collated and we have no preconceived ideas of how a campaign should be run in the future.”

The ICA spokesman says the results from the qualitative phase of the research will form the basis of a detailed national survey.

“Data from the survey and the findings of the qualitative research will be combined to provide the basis for a brand strategy comprised of a range of communication, public relations and educational initiatives to build the brand reputation of the industry.”