Protection Reimagined: Insurance Perception and Brand Positioning Gaps
Research Objectives
To understand the current vs desired positioning of the brand and therefore the market strategy that would help differentiate client’s brand from competition.
To assess and bridge the gap between the Brand’s intended positioning and how it is actually perceived by the gatekeepers of the category
Approach and Methodology
Focus Group Discussion
With 6 Respondents
1.5 Hours
At a central location
SAMPLE SIZE: 6 FGDs
MARKET: Delhi NCR, Bangalore & Pune
Target Group
Gender: 2 women groups, 4 men groups
Older working: 35 to 45 years
Mature working: 46 to 55 years
Married with children or without children, Single, Divorced, Separated etc.
Salaried/ Business/ Self-employed/Part-time working/Housewives
SEC A1A2
Having an average annual income 5 lakhs or above per annum
Usership
Must be aware of critical illnesses.
Mixed insurance usership
Owners – recently bought a life insurance policy or health rider in the last 6 months
Intender – planning to purchase one in the next 6 months
Aware Non-triers – Aware of CI diseases e.g. has a close family member/friend who has suffered from critical illnesses.
Decision maker or active participant in financial decision.