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Insurance consumers tend to be picky, and not every consumer is a fit or qualified for a particular insurer's product. (Shutterstock) Insurance consumers tend to be picky, and not every consumer is a fit or qualified for a particular insurer’s product. (Shutterstock)

When insurance consumers set out to make a major-life purchase decision (MLP), which is a complex buying decision with a high degree of financial and emotional complexity, most invest a significant amount of time researching prior to buying. During the consideration process, MLP marketers rely on effective data to serve timely and relevant content to build awareness and deliver a great consumer experience.

Consumers evaluate cost and quality with the end goal of securing the product that they feel good about emotionally and financially. But, the path to purchase is drastically different.

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