Illustrative engagement. A representative scenario showing how we approach this kind of work in insurance. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping insurance
Insurance is bought for peace of mind and judged at the moment of a claim. Agents, digital journeys and claims experience shape trust.
- Many buyers do not fully understand their policies
- Claims experience defines the brand
- Agents remain important alongside digital
Client background
A general insurer, working in India. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A general insurer
- Sector
- Insurance
- Team engaged
- Market Research
- Services
- Offline data collection (CATI), Quantitative research
Client challenge
Claims satisfaction was low, but the insurer did not know which steps caused frustration.
Research objectives
- Deliver on the brief: understanding the claims experience.
- Understand the views, needs and behaviour of claimants.
- Measure how widespread each pattern is, and explain the reasons behind it.
- Give the client evidence it can act on within 6 weeks.
Target audience
The work focused on 2,000 claimants.
- claimants2,000
Audiences we typically reach in insurance
Policy buyers and holdersClaimantsAgents and advisersProspectsScheme beneficiaries
Geographic coverage
Coverage: India. Market: India.
- India
Research methodology
A mixed-method design: structured research measured how widespread each pattern was, and qualitative conversations explained why.
- 1Brief
- 2Post-claim interviews
- 3Insight
We interviewed customers after claim settlement about each stage: intimation, documents, survey, approval and payment.
Offline data collection (CATI)Quantitative research
Sampling strategy
- claimants
- 2,000
- Telephone contacts were dialled from verified lists, with quotas tracked live by the field team.
- Qualitative participants were recruited purposively to cover the full range of experiences that mattered, rather than for statistical representation.
Data collection
- Telephone interviews were run from our CATI centre, with calls monitored for quality.
- Interviews and discussions were led by experienced moderators using a guide agreed with the client.
Data quality & validation
- Live call monitoring and recording review
- Call-back verification
- Recordings and transcripts for every session
- Re-screening of qualitative recruits
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
- Thematic coding of interviews and discussions
- Journey and decision mapping
Key findings
- Repeated document requests caused most frustration.
Ask once, clearly.
Recommendations
- Build on the core insight: ask once, clearly.
- Focus effort where the evidence was strongest: repeated document requests caused most frustration.
- Re-measure after the changes to confirm the effect.
Business impact
- The insurer introduced a single document list per claim type.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: will this product be understood?