Decoding Spanish Families’ Insurance Perceptions via Mixed-Methods Netnography

We were enlisted by MAPFRE, a Spanish multinational insurance company, to assist in developing a detailed understanding of families as a consumer group. 

The objective was to gain insight into the dynamics and expectations of families concerning insurance types and companies, encompassing their requirements and considerations by lifecycle stage and household type. MAPFRE sought to understand the essential and everyday needs of families, their interactions with insurance companies, and their expectations for services and products. Additionally, they wished to gather opinions and preferences regarding the digitalisation of insurance services.