Personal Injury Consumer Research Report – increased awareness for leading PI brands

25 Nov 2019


The latest consumer research findings from IRN Research suggest that awareness of the leading personal injury (PI) brands has increased over the year as these brands aim to increase their presence in the market.  A majority are aware of three brands and these are either leading CMCs or legal marketing groups which spend heavily on TV advertising and online marketing: National Accident Helpline, Accident Advice Helpline, and InjuryLawyers4U. Awareness of Admiral Law and First4Lawyers is just under 50%.

The leading established law firm brand, in terms of consumer awareness, is Cooperative Legal although it has reduced its involvement in the PI market. Close behind are Irwin Mitchell and Slater & Gordon.

However, while these brands aim to increase their use another finding shows that 43% of individuals would be willing to submit their claim to an online claims portal and complete the process themselves. There is less enthusiasm and some concerns amongst individuals about representing themselves in court, dealing with court forms, and negotiating a financial settlement with the defendant.

The Personal Injury Consumer Research Report 2019 is the second annual edition of this report from IRN Research (branded as Orchard Reports) offering insights into consumer behaviour, perceptions, brand awareness, and opinions. This report is based on responses from 503 consumers involved in a personal injury or clinical negligence incident.

Other headlines from the survey include:

  • Fewer than half of claimants shop around when looking for a legal advisor.
  • Various channels are used to find a legal representative but digital routes now lead the way. In particular, the use of web adverts from PI practitioners has grown as has social media content.
  • 58% of pay-outs on claims are £5,000 or less so within the new small claims limit due to launch in April 2020. This suggests that many claims will have to be DIY claims as many of these small claims will be unprofitable for many solicitors and law firms.
  •   When asked what factors would be important when selecting a legal services provider for PI work, the top responses are speed of service, how much the service costs, and helpfulness and friendliness of staff.
  • A majority – 58% – accept that most whiplash claims are genuine while a clear majority believe that more people claim than five years ago. A majority also believe that insurance companies will stick to their promise to reduce premiums if the proposed small claims changes come into force in April 2020. 21% are not convinced.

    …………and there is much more analysis/results from the 25 plus questions asked to individuals. See the Contents Page on the next page for a summary of key themes covered.

The Personal Injury Consumer Research Report 2019, and the detailed dataset of all survey results with a demographic analysis is available directly from IRN Research, priced at £1,500 (plus VAT).
Discounts for report purchase only, dataset only, or purchases of extracts. Order details for the report on the LegalReports page or email


IRN Team

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