Qualitative Research to Market Test the New Underwriting Scheme

Old Mutual

Old Mutual South Africa (OMSA) commissioned Mthente Research and Consulting Services (Pty) Ltd to test the new underwriting scheme aimed at burial societies, funeral parlours and funeral administrators.

The objectives of this research was to:

  • Gauge the willingness of existing clients to consider the revised product offering.
  • Gauge the willingness of non-clients to consider the revised product offering.
  • Understand the reasons underpinning the market penetration of competing product offerings.
  • Identify potential clientele for future engagement.

This research was informed by 50 qualitative interviews and 12 focus groups across South Africa.

This study was supported by both in-depth interviews and focus group discussions.   This initial study was undertaken in 2012 and a follow-up study was conducted in 2015.

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