Building the Evidence Base for Insurance Market Entry: Kenya and Malawi

An insurance provider preparing for market entry commissioned market intelligence on consumer awareness, financial behaviour, penetration, trust drivers, product preferences, and barriers to uptake across two structurally different markets.

Markets

KenyaMalawi

Methods

CAPIMulti-stage SamplingBehaviour-based Questioning

Methodological Approach

Multi-stage sampling across urban, peri-urban, formal, informal, banked, underbanked, gendered, and age segments. CAPI via Dooblo SurveyToGo with offline-first protocols in rural Malawi.

Challenge Solved

Four methodological challenges resolved: connectivity in rural Malawi, cross-market conceptual equivalence, translation consistency, and response inflation around financial inclusion.

Outcome

Market-differentiated segmentation and trust barrier analysis. Informal risk-sharing data in Malawi identified a distribution opportunity not in the original brief.

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