U.S. Insurance Shopping Study (ISS)
See Why Insurance Shoppers Switch—and What Drives Them to Convert
The U.S. Insurance Shopping Study measures consumer behavior and perceptions across the full insurance shopping funnel. It reveals why customers begin shopping, how they compare carriers, and what ultimately drives conversion across digital, agent-led, and hybrid pathways.
What the Study Measures
A Complete View of the Insurance Shopping Journey
Evaluates shopping behavior across key decision dimensions:
• Shopping triggers (rate changes, life events, dissatisfaction)
• Channel preferences—digital, agent, hybrid
• Carrier comparisons and switching behaviors
• Funnel performance from awareness to quote-to-bind
• Segment-level insights and competitive benchmarks
Includes:
• Wave reporting throughout the year
• Annual awards and recognition
• Advanced funnel analytics and VOC insights
How the Insurance Shopping Study Works
• Uses continuous voice-of-customer input across digital, agent-assisted, and hybrid shopping journeys
• Analyzes shopping triggers, switching behavior, funnel friction points, and competitive positioning
• Provides multi-wave insights into shifts in shopper behavior over time
Smarter Acquisition, Lower Churn
• Identifies the drivers behind shopping and switching behavior
• Helps optimize campaign timing and media allocation
• Informs pricing, communication, and targeting strategies
• Provides competitive visibility into acquisition performance
Smarter Acquisition, Lower Churn
• Anticipate why customers enter the market to shop or switch
• Improve conversion by aligning offers with shopper motivations
• Reduce early churn by addressing dissatisfaction before defection
• Optimize channel strategies across digital, agent, and hybrid journeys
• Strengthen acquisition efficiency through clearer competitive insight
Key Dates
2026
Field Start: February 2025Wave 1-2
Publish: September 18, 2025
Wave 3 Publish: January 7, 2026
Wave 4 Publish: April 21, 2026
Press Release: June 4, 2026
2027
Field Start: February 2026Wave 1-2
Publish: September 17, 2026
Wave 3 Publish: January 6, 2027
Wave 4 Publish: April 20, 2027
Press Release: April 27, 2027
Press Release & Award Information
JD Power issues national press releases highlighting key findings and top-to-bottom rankings from award-eligible studies. The brand(s) that rank highest in each award-eligible segment and meet predetermined award criteria will have the opportunity to enter into a licensing agreement through the JD Power Awards Program, which requires subscribing to the study as a prerequisite.
Profiled Brands
2026 Brands Targeted to be Profiled
(final profiled list available upon study publish)
Allstate
American Family
Amica
Auto Club Group (AAA)
Automobile Club of Southern CA (AAA)
Auto-Owners Insurance
CSAA Insurance Group (AAA)
Dairyland
Direct Auto Insurance
Erie Insurance
Farmers
GEICO
Kemper
Liberty Mutual
Mercury
National General
Nationwide
Progressive
Safeco
Shelter
State Farm
The General
The Hartford
Travelers
USAA^
^Brand is not rank eligible because it does not meet study award criteria
2027 Brands Targeted to be Profiled
(final profiled list available upon study publish)
Allstate
American Family
Amica
Auto Club Group (AAA)
Automobile Club of Southern CA (AAA)
Auto-Owners Insurance
CSAA Insurance Group (AAA)
Dairyland
Direct Auto Insurance
Erie Insurance
Farmers
GEICO
Kemper
Liberty Mutual
Mercury
National General
Nationwide
Plymouth Rock Assurance
Progressive
Safeco
Shelter Insurance
State Farm
The General
The Hartford
Travelers
USAA^
^Brand is not rank eligible because it does not meet study award criteria
Who should use it
Designed for Acquisition, Growth, and Pricing Leaders
• Acquisition marketing teams
• Growth and performance marketing leaders
• Product and pricing strategists
• Customer insights and CX leaders
PowerSource
Insights Available at a Touch of a Button
Subscribers to this study have full access to benchmark reporting, competitor analysis, and more with PowerSource.
