Insurers seeking to gain new insights on marketing to city residents, minorities and low-income populations are designing a study they hope will provide a competitive edge in reaching potential customers.

The Urban Insurance Partners Institute is sponsoring the research, which will include nontraditional data with what is more typically used in marketing studies. The group has invited personal lines insurance companies to participate.

"We are told that many urban and emerging markets consumers use financial services differently than other traditional market consumers," said Gregg Dykstra, chief administrative officer for the National Association of Mutual Insurance Companies. "Therefore, the study will test and analyze other information in an effort to help interested insurers better understand emerging market consumers and their risk profiles."