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Reaching Consumers Who Aren't Ready to Make a Decision

Author

Mary Lesch, Ph.D.
Research Methodology Director, Research Quality & Performance
LIMRA and LOMA

Figure 1. Factors Obtaining the Highest Percentage of Very/Extremely Important Ratings by Consumer Decision State

Filter the data in this chart by clicking on a color bar in the chart legend.

Base: 2,015 consumers between the ages of 18 and 72 with primary or equally shared responsibility for financial decisions and a minimum household income of $35,000.

Source: Insights on the Consumer Decision-Making Process for Life Insurance, LIMRA, 2025. Unpublished results.

Factors Obtaining the Lowest Percentage of Very/Extremely Important Ratings by Consumer Decision

Filter the data in this chart by clicking on a color bar in the chart legend.

Base: 2,015 consumers between the ages of 18 and 72 with primary or equally shared responsibility for financial decisions and a minimum household income of $35,000.

Source: Insights on the Consumer Decision-Making Process for Life Insurance, LIMRA, 2025. Unpublished results.

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