It’s hard to put a price tag on the importance of proprietary research, but there are some numbers out there that are good indicators: Forrester Research’s 2019 first quarter report, for example, showed that proprietary research contributed to more than a $23 million increase in revenue.
When founding our own company, my partners and I spent years accumulating research to help us convince insurers that people with healthy lifestyles deserved lower insurance rates. This was a powerful idea that we believed would revolutionize the thinking of many in the industry. It was especially powerful because we had proprietary research to back it up.
