Why London?

Telling the London Market story

Market Research

To help the London Market clearly articulate its sales proposition, we undertook internal and external (global) market research during 2016. This research allowed us to better understand perceptions of our market and enabled us to create a compelling campaign aimed at the 52,000 people working within our industry.

Internal Market research
During our internal market research, we tested a number of hypothesis about the London Market with a number of key market figures working within our industry. In doing so, we established a series of perceptions and assumptions about our market which were used as the basis of our global research questioning.

Global research
In partnership with Interbrand and FWD Research, a robust qualitative research study was undertaken with buyers and potential buyers around the world to understand their perceptions of the London Market.

The objectives of the research were to:

  • Challenge the assumptions the London Market had of itself with global audiences
  • Understand the London Market’s role in the future insurance marketplace
  • Identify and understand the drivers and barriers to placing business in the London Market verses other insurance centres

The output from this research provided us with an important insight and enabled us to develop a more compelling story with which to explain and promote the London Market around the world. This story was brought to life as the “London Makes It Possible” campaign.

Further information relating to the research can be found within this report - Click here

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