Thought Leadership


Zeldis Research has been privileged to work with hundreds of clients in our more than 25 years in the market research industry, representing many of the leading firms and organizations in their sectors.

We are proud to share here many of our publicly-released studies on topics of current interest, conducted with and for Zeldis Research clients, as well as our own proprietary research.

This accumulated body of knowledge reflects our support and advocacy of our clients’ thought leadership in their fields, as well as our own deep industry experience.

We hope our clients and colleagues find the work below both inspiring and valuable for its application of innovative concepts, strategies and tools to their current challenges. Zeldis will continue to help our industry leaders leverage innovative, well-constructed and executed research to deliver their insightful market strategies as well as contribute our own.





A Quantitative Segmentation of Millennial Customers

In addition to many negative stereotypes, ideas in pop culture might suggest that all Millennials are pretty much the same. In reality they’re not.

While Zeldis is not the first to segment Millennials, we approached our segmentation a little differently, learning from those who attempted before us, and avoiding the pitfalls of prior research segmentation attempts.

In this recent proprietary Zeldis research, you’ll gain some insights that may surprise about this important demographic, perceived often, and erroneously, as a homogeneous group.






Dental Benefits: A Bridge to Oral Health & Wellness

Good dental benefits make a positive difference in the workplace.

A new report prepared by Zeldis Research as part of Guardian’s Workplace Benefits Study shows that the impact of employer-provided dental preventive plans goes beyond a nice smile.

According to the study, working Americans with such plans not only have improved oral health, but also report better self-esteem and peace of mind.






The Next Generation of Work

Ready or not, the way we work is changing: automation, technology, and diversity of the workforce are only some of the dramatic forces impacting the U.S. business community.  How are employers anticipating these changes? Are working Americans prepared for the new world of work (not enough of them, according to the study!)  Even Millennials, more likely to adapt to workplace automation, will need more help in strengthening or acquiring new skills.

These are a few of the findings in the 5th Annual Guardian Workplace Benefits Study, released by Guardian and conducted by Zeldis Research Associates.  The study was based on national online surveys of 2,000 employee benefit decision-makers, and 1,7000 employees.







Seen One Millennial, and You Have Not Seen Them All:
A Quantitative Segmentation of Millennial Customers.

The first release of our new proprietary study on Millennials has yielded some surprising new insights. Zeldis researchers created five segments from this important demographic perceived often, and erroneously, as a homogenous block.

An online survey with 1000 Millennials (as well as a comparison group of Boomers and Gen-Xers) was conducted in August 2017. Using statistical segmentation, we examined how these groups differ in attitudes and behavior related to health and wellness, finances and financial products, work and benefits, and life and P&C insurance products and preferences.


To learn more about this proprietary study,
please contact Senior Vice President Amy Rey.






Success Reaching Consumers: Today and Tomorrow

Consumers are increasingly less brand loyal.  So how can insurance companies appeal to these consumers and retain them?  For Acxiom, Zeldis Research conducted an online quantitative survey to help understand the purchase drivers, expectations, and future plans of policy owners in purchasing life, auto, and home insurance and their differences among generations.

Ensure you’re keeping up with the fast-changing insurance shopping world.





A Shifting Perspective: The Voice of the Millennial Professional

This proprietary research study from Zeldis offers new insights into the unique needs of Millennial professionals, including small business owners, insurance agents, and financial advisors. Using a mix of IDIs and video interviews, the study focuses on how this population differs from their older counterparts, including their goals and motivations, use of technology, social media and other tools.





2016 Long-Term Care Awareness Study

Lincoln Financial Group’s 2016 Study, conducted by Zeldis Research found that the majority of people approaching or in retirement, have not taken the necessary steps to prepare for an unanticipated long-term care event. In this online quantitative survey with consumer panels, the study explored consumer experience, perceptions, and knowledge of LTC.







Financial Advisors on Track to Implement New Department of Labor Rule Standards

A Nationwide Retirement Institute Survey conducted by Zeldis Research found that most advisors are considering changes to how they do business under the Department of Labor’s new fiduciary rules, moving to a service-oriented model from a transaction-based business.  The study, surveying over 600 financial advisors, was commissioned to examine how the industry plans to expand services in the wake of the new regulations.






Learn how Boomers, Millennials, and GenXers purchase life insurance – differently!

The varying attitudes and approaches of these audiences towards buying life insurance are explored in “The Evolution of Distribution: Insurance Purchasing Preferences by Generation.” This study, based on an online quantitative survey of 500 consumers of at least one insurance product, found differences among the generations in usage of channels in purchasing insurance.







Independent insurance agencies in the U.S. have remained relatively stable, with continued growth in volume, but emerging purchase channels have become a top concern.

These are among the findings of the 2016 Agency Universe Study, a biennial research project sponsored by the Future One Coalition, a partnership of the Independent Insurance Agencies (Big I) and 17 major insurance agencies.  The study examines how independent agencies operate, the types of technology and marketing tactics they deploy, their revenue, demographic and compensation metrics, and more.

The 2016 AUS was conducted for the third time by Zeldis Research with over 2,000 respondents. Zeldis Senior Research Directors co-managed the study with Madelyn Flannagan, VP, Agent Development, Education and Research for the IIABA.




On the rise: impact of a premature death, lack of life insurance.

A large-scale quantitative study conducted by Zeldis Research for MetLife found that the financial impact of premature death has increased. Fewer surviving spouses reported having life insurance, and more reported that death had a ‘major’ or ‘devastating effect’ on them.

Learn more about the mitigating effects of owning life insurance on premature death in a family and other findings of the MetLife study.








Insights from Survivors: Managing the Personal, Emotional and Financial Impact of Cancer

Life after cancer:  The impact of this increasingly-survivable disease has often been understated.  In this study commissioned by Washington National’s Institute for Wellness Solutions, Zeldis researchers explored the personal insights of 400 middle-income cancer survivors, including what worked (and didn’t) for them after their diagnoses, and their deeply personal insights into life after cancer.






Middle-Income America’s Perspectives on Critical Illness and Financial Security

In this large-scale quantitative survey of consumers who had experienced a serious medical condition, Zeldis Research helped Washington National’s Institute for Wellness Solutions understand the financial and other impacts of these illnesses on their lives.  Findings included their perceptions of risk from illnesses, what sources of support and treatment they sought, how they prepared for the real costs of critical illnesses, and the role of critical illness insurance.