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Session 8

Market Research—A Key First Step to Developing Health Protection Products and Services

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Purpose of Market ResearchTo better understand the health care environment within which the MFI is operating and to identify the health needs of current and potential clients.

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This and the following pages reprinted from Market Research for Microfinance and Health Protection: A Technical Guide for MFIs, ©2009 Freedom from Hunger.

Characteristics of Market Research

Explain underlying reasons for behaviors and beliefs;

Utilizes dialogue-based methods to develop a deep understanding;

It enables participants to discuss sensitive topics; and

It accommodates illiteracy through use of verbal and visual data-collection techniques.

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Types of Health Data Generated Through Market Research

Types of Market Research Data

Uses of Market Research Data

Common illnesses Frequency and cost of treating

illness and disease Impact of illness on household

finances

Inform the design of health-related financial services

Preventive and coping strategies Availability and accessibility for

clients to local health care (doctors, midwives medicines, hospital)

Inform the design of linkages to health-service providers

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Market Research Tools Tools Purpose of the Tools

Focus-Group Discussions

Discuss impact of disease on the household finances. Discuss what clients know already about prevention

and treatment of common illnesses. Examine challenges clients face in accessing local

health services. Determine how clients currently pay for health care

and the challenges they face about paying for health-related expenses.

In-Depth Interviews

(MFI Management)

Identify illnesses and disease that affect clients’ repayment capacity.

Assess the extent to which client illnesses affect the MFI’s financial performance.

PRA on health care-seeking behavior

Identify where the community goes for different health services, and which health providers and institutions they trust or value and why.