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Methodology

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Methodology

The Methodology Section establishes the steps of investigation preformed by your team to acquire, asses, and interpret the data necessary to create the recommendations. Some research tools we utilized included a local survey and online academic databases.  

 

Invested over 200 Hours of Work  

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Our team engaged with this project for ten weeks. Around 100 hours total have been spent conducting research. The team has been working collaboratively for the full 200 hours spent on this project.  

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Established the Scope at Our Client Meeting- Expanding Social Media Influence  

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Our client meeting with Seth Taylor, owner of Brooks Insurance Professionals, occurred on October 8th at 6:30 pm on the fourth floor of the campus center. This meeting was important because we got a full understanding of the scope of the project and what our client was looking for. The information gathered from the meeting facilitated the brainstorming of questions to investigate.  

 

Conducted Online Research Using EBSCO, ProQuest, and Google 

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Our team used multiple search engines when researching for this scope including Google, EBSCO, and ProQuest. EBSCO and ProQuest are two academic databases that are provided to IU Indianapolis students to use from the university and can be located from the IUI Library page. For more information on our academic databases, you can look here. Our search phrases were important because they allowed us to acquire relevant information.  

 

Search phrases used:  

  • Social media AND attracting younger clients AND Insurance Broker-ProQuest  

  • Social media AND expanding small business- ProQuest  

  • “Insurance broker” AND social media – ProQuest   

  • Expanding “small business” through use of social media 

  • Attraction to insurance ads- Google  

  • Customers AND insurance- Google  

  • Studies AND “effective advertising” —Google + ProQuest 

  • Small business social media successes 

  • Gen Z and insurance terms 

 

When looking for information we knew we had to look for the specifics. Social media marketing works for various things, but we needed to find out how and why it could work for an insurance broker.  

 

When we first began our online research, we focused on how to advertise for insurance through social media. This research led us to see that you can use social media for more than just advertising. Social media can also be of use when building the relationship between insurance agent and client, creating client loyalty to the agency. 

 

With both the understanding of how to advertise and how to make connections we were able to form a local survey.  

 

 

Conducted a Local Survey to Understand Preferences and Engagement for Social Media Insurance Marketing   

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For our local study we used the tool of Google Survey.. Our target audience was broad: we were looking in general to see how people feel about insurance in social media and if they would engage with it. Our survey got 78 responses, and our goal was 50 responses. We distributed this survey through approximately 300 emails. We also posted it on Facebook to over 400 people.  
 

For our survey we used nine multiple choice questions. Our survey can be viewed here. First, we wanted to gauge what age the respondent is to see if their responses matched our research and predictions. Then we wanted to see where a person would first look when seeking out an insurance plan. Next, we asked questions to gauge the importance of client and agent connection, along with the likelihood of social media use for insurance needs.  

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We analyzed what works and what doesn’t in social media marketing for insurance. These laid out a foundation for our recommendations. 

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