数据驱动的故事讲述：消费者地震防备案例研究的见解.pdf

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1、Data Driven Storytelling:Insights from a Case Study on Consumer Earthquake PreparednessBrenda Rourke,PhDCommunication Research ScientistCenter for Insurance Policy and Research,NAICLori Croy,APRCommunications DirectorMissouri Department of Commerce&InsuranceOnce upon a time,we pursued a data-driven

2、story titled:The Wicked ProblemDCI had a few pieces of the data story:Residential Earthquake Coverage Reports by Zip Code dating to the 1990s A clear trajectory showing falling coverage,rising costs,and limited availability Lots of assumptions about WHY.I went in search of more data and found partne

3、rs.The Earthquake Risk is Real Uptake Earthquake Insurance CoverageCost of Earthquake Insurance CoverageKey Research Questions:How do homeowners and renters in the Central U.S.perceive earthquake risk and what drives them to take or not take protective actions including the purchase of earthquake in

4、surance coverage?How can these insights help inform a consumer messaging campaign to increase earthquake coverage uptake and preparedness?1,258 participants across 8 CUSEC States304 participantsMissouri only residents 2021 2022What drives EQ insurance uptake?2023Included better measure for cost/mess

5、aging campaign effect 2024What is the impact of message framing?1,502 Participants across 8 CUSEC statesKey Findings from 2021-2024:Top predictors of earthquake insurance uptakeTalking to friends and family about earthquakes Confidence in having sufficient information about earthquakesUsing agents t

6、o help make insurance decisions Costas cost increases,uptake decreasesClear and actionable objectives:SMARTSPECIFIC MEASURABLE ACHIEVABLE RELEVANT TIME-BOUND 2021 Earthquake Campaign:centralusquake.orgDoes a typical homeowners insurance policy cover the damage or loss caused by an earthquake?Homeown