How Consumer Decision Making is Informed by Good Qualitative & Quantitative Data

Lincoln Financial Group’s Consumer Insights team was put in place to capture quantitative and qualitative information about consumers to better inform product design and distribution decisions across the company’s four core businesses: annuities, life insurance, group protection and retirement plan services.

According to Suzanne Schmitt, Assistant VP of the Consumer Insights Group, the formal commitment the company made by establishing her group has allowed her and her colleagues a better focus on enabling outcomes rather than getting caught up in problem solving. Here, she speaks to WBR, producers of the Customer Insight & Analytics conference, about the why and how of that process, citing examples of what Lincoln’s Consumer Insights team has been able to accomplish through its refined focus and mission.

Suzanne Schmitt, as well as 100 other Customer Insight professionals, will be at the CI&A conference. Learn more about the event by downloading the complete program here.