SurveyHEALTH INSURANCE & COVERAGE

Health Insurance Purchase Decision & Coverage Selection Survey

Q: What decisions will this survey enable?

It will show which coverage types individual and group buyers prioritize, why they choose or abandon specific plans, where purchase journeys stall, and what changes can shift enrollment rates and plan retention.

Q: Who is the buyer vs who are the respondents?

The buyer is the insurer, broker, or benefits platform commissioning the study. Respondents are individual policyholders, HR and benefits decision-makers, and self-employed adults currently holding or actively evaluating health insurance coverage.

Q: Can we see differences between individual buyers, employer-sponsored members and self-employed purchasers?

Yes. The design segments respondents by purchase channel and coverage type, with cuts by premium band, age cohort, and geography to isolate preference patterns and conversion gaps across each group.

Q: How will you measure coverage selection preference beyond simple ratings?

We combine stated importance scores, forced trade-off exercises, and driver modelling to reveal which plan attributes, such as network breadth, premium cost, and claim settlement speed, actually shift final coverage selection by buyer segment.

Q: Will the survey map the full health insurance purchase journey and drop-offs?

Yes, we cover every stage from initial need trigger through plan comparison, agent or aggregator contact, application, and renewal decision, capturing where buyers exit, which channels they use, and what objections cause abandonment.

Q: Can this survey inform product and pricing strategy?

It quantifies acceptable premium ranges, willingness to pay for add-on riders such as critical illness or maternity cover, and identifies unmet coverage needs by buyer profile, income band, and plan type.

Q: How will findings improve our enrollment and retention performance?

Findings isolate which benefit attributes, trust signals, and communication channels drive plan selection and renewal by segment, giving your product and distribution teams a ranked action list to reduce lapse rates and lift first-year conversions.

Map how individual buyers evaluate plan features, compare insurer options, and choose coverage tiers, so you can sharpen acquisition targeting, fix pricing positioning, and improve conversion across enrollment channels.

Pan-India sample

Health insurance buyers (Active Policy Decision-Makers)

15-20 min

Talk to a Survey Consultant

Enrollment friction & drop-offsIdentify where prospective buyers hesitate, stall, or abandon coverage selection.

Coverage drivers & pricing thresholdsBenchmark premium sensitivity, coverage priorities, and plan trade-offs by segment.

TRUSTED BY LEADING BRANDS

CONTEXT & RELEVANCE

Why run this survey now

Most insurers don't lose health plan applicants purely on premium cost. They lose them due to coverage confusion, benefit misalignment, network trust gaps, claim process anxiety, and poorly timed outreach, none of which fully show up in policy issuance reports or agent conversion dashboards.

If you are...

Health insurer vs aggregator competition

Insurer repositioning coverage depth

Product or underwriting head

Distribution or channel sales lead

Retention and renewals team

You're likely facing...

Coverage fit confusion: individual vs family

Drop-offs: comparison or payment stage

Insurers = trusted but rigid perception

Aggregators = cheap but opaque perception

Renewal lapse and mid-term switching

This will help answer...

Coverage drivers beyond premium price

Purchase funnel drop-off stage

Segment preference by plan type

Premium sensitivity vs benefit trade-off

Renewal lapse and switch triggers

RESEARCH THEMES

What This Survey Investigates

Eight interconnected research themes that map the complete policyholder journey from initial trigger to renewal commitment.

TENETS 01

Purchase Triggers

Life events driving first purchase
Employer vs. self-initiated enrollment

TENETS 02

Discovery & Shortlisting

Information sources before shortlisting
Insurer awareness, digital vs. agent

TENETS 03

Coverage Preference

Sum insured selection rationale
Add-on riders vs. base plan trade-offs

TENETS 04

Pricing & Affordability

Premium budget thresholds by segment
Price sensitivity at renewal vs. first buy

TENETS 05

Channel & Purchase

Agent vs. direct vs. aggregator split
Digital self-service adoption at point of sale

TENETS 06

Claims & Servicing

Cashless vs. reimbursement claim experience
TPA responsiveness, discharge turnaround

TENETS 07

Trust & Switching

Insurer trust signals at renewal decision
Portability intent and switching barriers

TENETS 08

Wellness & Engagement

Preventive benefit usage and awareness
App engagement, health rewards adoption

Request a scope validation call

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.

Sample size

How many respondents do you need?

Less than 300300-500500-1,0001,000-3,0003,000+Not sure yet (recommend based on markets and cuts required)

Target audience

Who should we survey?

Individual Policy BuyersFamily Floater HoldersEmployer-Covered EmployeesLapsed PolicyholdersFirst-Time Purchasers

Region

Which regions should we cover?

NorthSouthWestEastPan-IndiaMulti-country

Segments

How should we slice the data?

Coverage type: individual vs family floater vs group policyAnnual premium band: low (below 10,000), mid (10,000-25,000), high (above 25,000)Purchase channel: insurer direct vs broker vs aggregator platformPolicyholder age group: 18-30 vs 31-45 vs 46-60 vs 60+Claim history: no claims vs 1 claim vs 2 or more claims

YOUR SELECTION

Clear all

Sample size

Not Selected

Target audience

Not Selected

Region

Not Selected

Segments

Not Selected

Sample size

How many respondents do you need?

Not Selected

Target audience

Who should we survey?

Not Selected

Region

Which regions should we cover?

Not Selected

Segments

How should we slice the data?

Not Selected

METHODOLOGY

Survey approach

For the Health Insurance Purchase Decision and Coverage Selection Survey, we recommend a quant-first design with flexible data-collection modes to balance reach, depth, and verification.

PRIMARY

Online web surveySelf-administered survey shared via email / panels to capture structured responses at scale.

Best for

Ranking coverage drivers by policyholder segment

Mapping insurer preference across plan types

Benchmarking premium sensitivity by income band

Deliverables

Coverage driver ranking

Insurer preference matrix

Premium sensitivity bands

OPTIONAL

CATI (phone survey)Interviewer-led telephone interviews to reach owners who are harder to get online.

Best for

Older or low-digital policyholders in Tier 2 and 3 cities

Quick coverage pulse across multiple geographies

Deliverables

Segment reach report

Call-log diagnostics

SELECTIVE

Face-to-faceOn-ground surveys or interviews in key industrial clusters or high-value cohorts.

Best for

High-sum-insured buyers requiring in-depth verification

Self-employed cohorts with complex coverage decision contexts

Deliverables

Cohort journey maps

Cluster insights

OPTIONAL

FGDs

Deliverables

Themes and quotes

Messaging feedback

OPTIONAL

Mixed surveysAny 4-mode combo Online + CATI + F2F + FGDs to maximise reach and representation. Mode-specific quotas and weighting for clean comparisons.

Deliverables

Unified dataset

Mode-adjusted analytics

Our Recommendation

Start with: Online web survey as the core quant layer, supported by CATI for low-digital and Tier 2 or Tier 3 policyholder segments.

Consider adding: F2F for high-sum-insured and self-employed cohorts, and a focused FGD layer to pressure-test coverage messaging and benefit communication.

Confirm approach

Request timeline

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

Step 01

Define the decision frame

Design the instrument

Build workstream modules mapped to outputs (drivers, friction, pricing, retention, trust)

Step 02

Design the instrument

Lock the questionnaire

Review wording, sequencing, LOI, and competitive context; approve final version

Step 03

Lock the questionnaire

Pilot and calibrate

Test comprehension and ease quality; refine quotas and remove friction where needed

Step 04

Pilot and calibrate

Run fieldwork

Execute collection with active quota management and feasibility controls

Step 05

Run fieldwork

Assure quality

Dedupe, attention checks, speed/consistency rules, removals with audit trail

Step 06

Assure quality

Prepare the dataset

Clean data and deliver codebook/variable definitions

Step 07

Prepare the dataset

Analyse and synthesise

Driver ranking, leakage diagnostics, pricing bands, segment insights

Step 08

Analyse and synthesise

Deliver and align

Executive deck (optional dashboard) and leadership readout with recommendations

Step 09

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

100

Geography

India
APAC (Singapore, Vietnam, Philippines, Indonesia, Australia, NZ, Japan, Thailand)
Middle East (UAE, KSA, Qatar, Bahrain, Oman, Kuwait)
North America (US, Canada)
Europe
Africa (South Africa, Kenya, Nigeria, Egypt, Algeria)
LATAM (Brazil, Mexico)

Select Mode of Survey

Online
CATI
Online FGD (5 people per FGD)
F2F

Length of the Interview

Select
0-15
16-20
21-30
31-45
46-60
Custom

Indicative Estimate

Indian Rupee (INR)
United Arab Emirates Dirham (AED)
Afghan Afghani (AFN)
Albanian Lek (ALL)
Armenian Dram (AMD)
Netherlands Antillean Guilder (ANG)
Angolan Kwanza (AOA)
Argentine Peso (ARS)
Australian Dollar (AUD)
Aruban Florin (AWG)
Azerbaijani Manat (AZN)
Bosnia-Herzegovina Convertible Mark (BAM)
Barbadian Dollar (BBD)
Bangladeshi Taka (BDT)
Bulgarian Lev (BGN)
Bahraini Dinar (BHD)
Burundian Franc (BIF)
Bermudian Dollar (BMD)
Brunei Dollar (BND)
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Canadian Dollar (CAD)
Congolese Franc (CDF)
Swiss Franc (CHF)
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Chinese Yuan (CNY)
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Euro (EUR)
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British Pound (GBP)
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Norwegian Krone (NOK)
Nepalese Rupee (NPR)
New Zealand Dollar (NZD)
Omani Rial (OMR)
Panamanian Balboa (PAB)
Peruvian Sol (PEN)
Papua New Guinean Kina (PGK)
Philippine Peso (PHP)
Pakistani Rupee (PKR)
Polish Złoty (PLN)
Paraguayan Guaraní (PYG)
Qatari Riyal (QAR)
Romanian Leu (RON)
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United States Dollar (USD)
Uruguayan Peso (UYU)
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Vietnamese Đồng (VND)
Vanuatu Vatu (VUV)
Samoan Tālā (WST)
Central African CFA Franc (XAF)
East Caribbean Dollar (XCD)
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Yemeni Rial (YER)
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$0.00

+ applicable taxes

Cost Breakdown

Questionnaire DesignIncluded

Data Collection (CPI + 50C)Variable

Analysis & ReportIncluded

Proposal turnaround typically 24–48 hours

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 insurance research space.

CASELET 1

Group health plan renewal intent & insurer switching triggers (India)

CASELET 2

Individual policy upgrade barriers & advisor influence study (India)

Group health plan renewal intent & insurer switching triggers (India)

OBJECTIVE

A mid-size private insurer needed to isolate why salaried employees and self-employed professionals switch group health plans at renewal, and which coverage gaps and premium thresholds drove that switching decision.

WHAT WE DID

Ran a structured quant survey across 600 respondents in 8 cities, capturing renewal timelines, insurer shortlists, premium sensitivity bands, coverage adequacy ratings, and stated reasons for staying with or exiting an incumbent plan.

DELIVERED

A switching trigger map by employment segment, a premium tolerance corridor for three coverage tiers, and a ranked friction list identifying the 5 coverage features most likely to accelerate insurer exit at renewal.

Talk to Survey Consultant

CASELET 1

Group health plan renewal intent & insurer switching triggers (India)

CASELET 2

Individual policy upgrade barriers & advisor influence study (India)

Group health plan renewal intent & insurer switching triggers (India)

OBJECTIVE

WHAT WE DID

DELIVERED

Speak with a Consultant

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 individual buyers, employer-sponsored members and self-employed purchasers?

How will you measure coverage selection preference beyond simple ratings?

Will the survey map the full health insurance purchase journey and drop-offs?

Can this survey inform product and pricing strategy?

How will findings improve our enrollment and retention performance?

Still have questions?

Schedule a discovery call to discuss your specific needs and get a custom quote.

Book a Discovery Call