HOME INSURANCE & PROTECTION

Home Insurance Awareness & Penetration Survey

Measure how homeowners and renters evaluate, compare, and choose home insurance products across coverage, premium, and claims trust, so you can sharpen acquisition targeting, fix conversion gaps, and benchmark penetration by segment.

Pan-India sample
Homeowners and renters (Primary Financial Decision-Makers)
15-20 min
Talk to a Survey Consultant
Awareness gaps & conversion drop-offsIdentify where prospective policyholders hesitate, disengage, or abandon the purchase journey.
Coverage drivers & pricing thresholdsIsolate premium sensitivity, coverage priorities, and willingness-to-pay by household segment.
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CONTEXT & RELEVANCE

Why run this survey now

Most home insurers don't lose prospective policyholders purely on premium cost. They lose them due to low product awareness, unclear coverage perception, distrust of claim settlement, channel friction, and misaligned life-stage targeting, none of which fully show up in policy issuance data or renewal dashboards.

If you are...

  • Insurer vs bancassurance channel competition

  • Direct-to-consumer product positioning team

  • Product head, home insurance vertical

  • Distribution or agency network lead

  • Strategy lead, retail lines growth

You're likely facing...

  • Awareness gap: renters vs homeowners

  • Drop-offs at quote or KYC stage

  • Coverage confusion: structure vs contents

  • Insurers = complex/slow claims perception

  • Low cross-sell from motor or life

This will help answer...

  • Awareness drivers by property segment

  • Purchase funnel drop-off stage

  • Renter vs owner coverage preference

  • Premium sensitivity vs coverage trade-off

  • Lapse and non-renewal trigger points

RESEARCH THEMES

What This Survey Investigates

Eight interconnected research themes that map the complete homeowner journey from risk awareness to policy renewal.

TENETS 01

Awareness & Literacy

  • Coverage knowledge gaps
  • Risk perception by property type
TENETS 02

Discovery & Triggers

  • Purchase trigger events
  • First information source consulted
TENETS 03

Product Preference

  • Structure vs. contents coverage split
  • Add-on selection patterns
TENETS 04

Pricing & WTP

  • Annual premium tolerance bands
  • Price vs. coverage trade-off
TENETS 05

Purchase Journey

  • Channel drop-off points
  • Documentation friction at onboarding
TENETS 06

Claims & Servicing

  • Claim intimation channel preference
  • Surveyor turnaround expectations
TENETS 07

Trust & Renewal

  • Insurer brand credibility signals
  • Renewal lapse triggers
TENETS 08

Competitive Positioning

  • Insurer shortlist composition
  • Switching barriers and incentives
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?
Not Selected
Target audience
Who should we survey?
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Region
Which regions should we cover?
Not Selected
Segments
How should we slice the data?
Not Selected
Discuss sample plan

METHODOLOGY

Survey approach

For the Home Insurance Awareness and Penetration Survey, we recommend a quant-first design with flexible data-collection modes to balance reach, depth, and verification across homeowner and renter segments.

PRIMARY
Online web surveySelf-administered survey shared via email / panels to capture structured responses at scale.
Best for
1
Measuring awareness and coverage gaps by property type.
2
Ranking purchase barriers across income and tenure segments.
3
Benchmarking penetration rates across urban and semi-urban zones.
Deliverables
Penetration rate scorecard
Barrier ranking matrix
Segment awareness gaps
OPTIONAL
CATI (phone survey)Interviewer-led telephone interviews to reach owners who are harder to get online.
Best for
1
Older homeowners with low digital engagement.
2
Rapid coverage across Tier 2 and Tier 3 towns.
Deliverables
Tier-wise coverage data
Call-log diagnostics
SELECTIVE
Face-to-faceOn-ground surveys or interviews in key industrial clusters or high-value cohorts.
Best for
1
High-value property owners requiring in-person verification.
2
Low-literacy households in underinsured rural clusters.
Deliverables
Cluster penetration maps
Household risk profiles
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 to capture homeowners in low-digital Tier 2 and Tier 3 markets.
Consider adding: F2F for high-value property cohorts and underinsured rural clusters, plus a focused FGD layer to pressure-test product messaging and identify trust barriers blocking conversion.
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
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$0.00

+ applicable taxes

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 home insurance and household protection space.

CASELET 1

Home insurance channel preference & purchase friction (India)

CASELET 2

Household risk perception & coverage gap diagnosis (West India)

Home insurance channel preference & purchase friction (India)

OBJECTIVE

A mid-size general insurer needed to map how first-time homeowners and existing policyholders choose between agent-led and direct digital channels, and which friction points caused drop-off before policy issuance.

WHAT WE DID

Ran a structured quant survey across 6 cities with 480 respondents, capturing channel shortlisting triggers, documentation burden, premium comparison behaviour, and policy renewal intent segmented by property type and ownership tenure.

DELIVERED

A channel preference map by homeowner segment, a ranked friction list across 5 purchase stages, and a set of channel levers to convert digitally-initiated inquiries that stall before premium payment.
Talk to Survey Consultant
CASELET 1

Home insurance channel preference & purchase friction (India)

CASELET 2

Household risk perception & coverage gap diagnosis (West India)

Home insurance channel preference & purchase friction (India)

OBJECTIVE

A mid-size general insurer needed to map how first-time homeowners and existing policyholders choose between agent-led and direct digital channels, and which friction points caused drop-off before policy issuance.

WHAT WE DID

Ran a structured quant survey across 6 cities with 480 respondents, capturing channel shortlisting triggers, documentation burden, premium comparison behaviour, and policy renewal intent segmented by property type and ownership tenure.

DELIVERED

A channel preference map by homeowner segment, a ranked friction list across 5 purchase stages, and a set of channel levers to convert digitally-initiated inquiries that stall before premium payment.

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 homeowners, long-tenure homeowners and renters considering contents cover?

How will you measure policy purchase intent beyond simple ratings?

Will the survey map the full home insurance consideration journey and drop-offs?

Can this survey inform product and pricing strategy?

How will findings improve our agent and digital channel conversion rates?

Still have questions?

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

Book a Discovery Call