Insurance Journal Co-Sponsors Study on Agents’ Views on Carriers

March 1, 2012

Channel Harvest Research, in partnership with Insurance Journal, has launched a major new study on the Independent Agency System, probing agents’ attitudes toward property/casualty insurance carrier relationships and, in particular, the companies they represent.

The research is aimed at providing carriers with strategic, independent and actionable information. The analysis and report will be published in early April.

John Campbell, managing director of Channel Harvest, said the project will generate “a strategic roadmap for P/C carriers looking to boost their business in the challenging year ahead.”

The survey will answer such key questions as:

  • What is valuable enough to cause agents to recommend a more expensive policy?
  • How often do agents remarket at renewal, before customers might ask them to—and why?
  • Do agents want carriers to help them prepare for retirement or an eventual agency sale?
  • What proportion of agency owners plan to try to keep the business in the family?
  • What do agents say separates a good carrier field rep from a great field rep?
  • How important are lead lists, financial strength and claims service in carrier selection?
  • Which carriers rate highest in providing valuable marketing and sales support?
  • Do agents really want in-person training?
  • Mobile devices support: How important is it?
  • How are agents using Facebook and Twitter—and how much do they think they help agency business?
  • How are some agents succeeding at finding and developing new talent?

The syndicated study is the fifth in a series of industry research projects conducted by Channel Harvest, a joint venture of Campbell Surveys and insurance branding firm Aartrijk, and sponsored by Insurance Journal.

Here are key links for more information:

• Agents and brokers may take the survey at

• A project prospectus and the survey may be reviewed at

• Information on ordering the survey report may be obtained by contacting Campbell at

Topics Carriers Agencies

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