To decode insurance choices among low-income women in small-town HP and J&K, we moved beyond demographics to build segmentation anchored in income roles—first-time earners, shared contributors, and sole breadwinners. By layering qualitative profiles into quant design, we surfaced not just uptake patterns, but the emotional and cultural barriers—like gatekeeping and paperwork anxiety—that shape real-world decision-making.

Consumer Segmentation of LSE women in small towns of HP and J&K

The Challenge

Understanding insurance choices amongst LSE women in

small towns of HP and J&K

Out Approach

Captured diverse financial mindsets across first-time earners, shared-income contributors, and sole
breadwinners by sizing profiles that came from qualitative profiling.
Ranking of key triggers (e.g., child’s education, health events) and barriers (e.g., gatekeeping, paperwork, low awareness) for each profile

The Impact

MEANINGFUL SEGMENTATION, NOT JUST

DEMOGRAPHICS: Income role–based segmentation

(first-time earners, shared contributors, sole

breadwinners) revealed distinct financial mindsets that

traditional quant would miss.

CONTEXT-RICH DATA, NOT JUST FLAT NUMBERS:

Emotional and cultural barriers—like fear of paperwork or

family gatekeeping—were layered into quant design,

sharpening interpretation of uptake drivers.

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