Attitudes of Agents and Individuals Performing Agency Activities to the Obligation to Conduct Customer Needs and Requirements Analysis – a Qualitative Study

<ns3:p>This article examines the attitudes of agents and individuals performing agency activities (IPAA) to the obligation to carry out a customer needs and requirements analysis, provided for by the provisions of the Insurance Distribution Act and focuses on the results of a quantitative study. The negative attitudes towards the obligation to conduct a customer needs analysis (CNA) prevailed among the agents participating in individual in-depth interviews. The very idea of customer needs and requirements analysis did not trigger as much negative reaction as its level of formalization and the necessity to record and archive customer responses. At the same time, respondents pointed to insurance companies as their primary source of knowledge about conducting the above-mentioned analysis. Furthermore, a relationship was identified between respondents' reluctance to conduct CNA and their level of knowledge about this obligation. The qualitative study presented in this article is the first phase of the research and has served as a basis for formulating questions in the quantitative phase. Not only does it add real value to the discourse on the method of introducing the obligation to conduct CNA but it also outlines the attitudes of the final performers of this duty.</ns3:p>