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Allianz Travel Case Study Vision One

Allianz Car Warranty Research

The Challenge

Allianz, a German-based multinational financial services organisation with insurance and asset management at its core, wanted to refine its travel insurance product strategy and communications. Operating in a highly competitive and commoditised category, Allianz needed a clearer understanding of customer expectations, perceptions and decision drivers.

The challenge was to uncover what customers believed was included in their policy, where they sought reassurance and information, and which messages and propositions would most effectively influence purchase in a low-loyalty market dominated by comparison behaviour.

Visionone Research Allianz Case Study

Research Objectives

The research was designed to provide Allianz with clear, actionable understanding of customer decision making within the travel insurance category. The key objectives were to:

  • Understand what customers believe is included within their travel insurance policy
  • Identify gaps between perceived and actual policy understanding
  • Explore where customers seek reassurance and further information during the purchase journey
  • Assess appetite for additional or enhanced cover, particularly around medical and health benefits
  • Identify which messages, propositions and proof points most strongly influence purchase decisions

Together, these objectives aimed to inform clearer communication and stronger differentiation in a highly competitive, low-loyalty market.

Research Approach

Vision One implemented a mixed-method research programme, designed to balance exploratory insight with quantitative validation. The approach included:

  • Two exploratory focus groups to uncover attitudes, language and unmet needs
  • A collaborative brainstorming session to explore emerging ideas and proposition territories
  • One refinement focus group to test, challenge and sharpen potential directions
  • A large-scale online survey to validate findings and quantify priorities at scale

This phased methodology ensured strategic thinking was grounded in real customer insight, while providing confidence in the commercial relevance and scalability of recommendations.

Findings

The research revealed several critical insights shaping customer behaviour in the travel insurance category. Brand loyalty was low, with customers displaying little emotional attachment and frequently switching providers.

Comparison sites played a central role in the search and selection process, acting as the primary gateway to consideration. Most significantly, medical and health benefits dominated decision making, outweighing other features and driving perceived value.

Customers prioritised clarity, reassurance and confidence in coverage, highlighting the importance of simple, credible messaging that clearly demonstrates superiority in areas that matter most.

Action & Recommendations

Vision One recommended a clear set of strategic actions. These included developing a stronger loyalty-led proposition to counter low brand attachment, maintaining a visible and competitive presence on comparison sites, and placing greater emphasis on best-in-class medical and health benefits within tiered offerings.

Together, these actions provided Allianz with a clearer route to differentiation, stronger customer engagement and improved conversion in a highly price-driven category.

Qualitative Research Agency
Kendra Furey, Head of Brands (Vision One)

Testimonial

“Vision One were a pleasure to work with. I enjoyed the whole process start to finish. They managed my expectation perfectly and their level of service was outstanding and their insights were effective. I would recommend them to anyone.”

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Brainstorming Sessions
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