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From an insurance specialist point of view, the more options you have the better you will be covered. Covering certain items, such as a new bike, but not others, such as an old PC, allows people to have insurance tailored to their needs.

At the same time, customers want simplicity. The paradox discovered in the insights research was that customers want very simple products, but they want to feel like they are making a choice from an array of complex products. The underlying need here is that they do not want to have to choose from lots of options, but they want the experience of having made their own choice.