Critical Illness Cover Awareness Survey
Understand how working-age adults evaluate, compare, and choose critical illness cover across benefit scope, premium affordability, and claim simplicity, so you can sharpen acquisition targeting, fix conversion drop-offs, and benchmark pricing positioning.
CONTEXT & RELEVANCE
Why run this survey now
Most critical illness insurers don't lose prospects purely on premium cost. They lose them due to low diagnosis awareness, benefit misalignment, claim complexity fears, channel trust gaps, and weak post-sale engagement, none of which fully show up in policy lapse reports or distributor sales data.
If you are...
- Life insurer adding CI riders
- Standalone health insurer
- Bancassurance distribution head
- CI product or pricing lead
- Insurer growth and retention team
You're likely facing...
- Low CI vs term conversion rate
- Awareness gap: CI vs mediclaim
- Drop-offs at benefit explanation stage
- CI = expensive/niche perception
- Renewal lapse: post-diagnosis trigger missing
This will help answer...
- Awareness drivers by segment
- Purchase barrier by channel
- CI vs mediclaim preference split
- Willingness to pay by cover amount
- Lapse and switching triggers
RESEARCH THEMES
What This Survey Investigates
Eight interconnected research themes that map the complete policyholder journey from first awareness to active advocacy.
Awareness & Recall
- Unaided vs. aided brand recall
- First information source, channel
Trigger & Urgency
- Life events prompting purchase intent
- Diagnosis proximity, family history
Product Comprehension
- Covered conditions, exclusion clarity
- Lump-sum vs. income benefit confusion
Channel & Discovery
- Online aggregator vs. direct insurer
- Agent influence, digital self-research
Pricing & WTP
- Monthly premium tolerance by age band
- Cover amount vs. affordability trade-off
Claim & Trust
- Claim settlement ratio awareness
- Rejection fear, documentation burden
Coverage Gaps
- Overlap with health, term policies
- Uninsured conditions, mental health
Loyalty & Switching
- Renewal intent, lapse triggers
- Competitor consideration at renewal
SAMPLING STRATEGY
Tell us about your ideal sample
Help us understand your target respondent profile. Select what applies, we'll design the optimal sample plan based on your inputs.
METHODOLOGY
Survey approach
For the Critical Illness Cover Awareness Survey, we recommend a quant-first design with flexible data-collection modes to balance reach, depth, and verification across policyholder and non-holder segments.
EXECUTION PROCESS
How we execute
A proven 9-step process from scoping to delivery, designed to ensure quality, speed, and actionable insights.
Define the decision frame
Confirm objectives, target cohorts, geographies, and reporting cuts
Define the decision frame
Design the instrument
Build workstream modules mapped to outputs (drivers, friction, pricing, retention, trust)
Design the instrument
Lock the questionnaire
Review wording, sequencing, LOI, and competitive context; approve final version
Lock the questionnaire
Pilot and calibrate
Test comprehension and ease quality; refine quotas and remove friction where needed
Pilot and calibrate
Run fieldwork
Execute collection with active quota management and feasibility controls
Run fieldwork
Assure quality
Dedupe, attention checks, speed/consistency rules, removals with audit trail
Assure quality
Prepare the dataset
Clean data and deliver codebook/variable definitions
Prepare the dataset
Analyse and synthesise
Driver ranking, leakage diagnostics, pricing bands, segment insights
Analyse and synthesise
Deliver and align
Executive deck (optional dashboard) and leadership readout with recommendations
Deliver and align
COMMERCIAL TERMS
Request a Commercial Proposal
Pricing depends on cohort, geography, sample size, approach, LOI, and deliverables. Configure below for an indicative estimate.
Select Sample Size
Geography
Select Mode of Survey
Length of the Interview
$0.00
+ applicable taxes
Cost Breakdown
Note: Estimate is indicative only. Final pricing is subject to scope finalization after discovery call.
REFERENCE CASELETS
Reference
Real-world examples of survey work in the health and life insurance space.
Term life add-on preference & channel fit (India)
OBJECTIVE
WHAT WE DID
DELIVERED
Term life add-on preference & channel fit (India)
Health insurance lapse & renewal intent diagnosis (South India)
Term life add-on preference & channel fit (India)
OBJECTIVE
A mid-size private insurer needed to map how salaried urban professionals and self-employed earners evaluate rider add-ons versus standalone term plans, and which channel touchpoints drove final policy commitment.
WHAT WE DID
Ran a structured quant survey across 6 cities with 480 respondents, capturing rider shortlist logic, premium sensitivity thresholds, agent versus direct channel preference, and stated reasons for deferring or abandoning a purchase decision.
DELIVERED
A segment-level preference map by income band and employment type, a ranked friction list across the purchase journey, and a set of channel levers tied to each segment's dominant decision trigger.
FREQUENTLY ASKED QUESTIONS
Common Questions
Answers to frequently asked questions about this survey mandate.
What decisions will this survey enable?
Who is the buyer vs who are the respondents?
Can we see differences between first-time buyers, lapsed policyholders and the persistently uninsured?
How will you measure cover selection preference beyond simple ratings?
Will the survey map the full critical illness cover consideration journey and drop-offs?
Can this survey inform product and pricing strategy?
How will findings improve our policyholder acquisition and retention performance?
Still have questions?
Schedule a discovery call to discuss your specific needs and get a custom quote.