This report outlines the challenges Afya, a healthcare financing scheme, faced during the pilot in Kenya along with reassuring indications that the health care product(s) for low-income groups have a huge market.

This note outlines the complexities and challenges associated with market research and lists seven cautions, which should be kept in mind while undertaking a research.

This study was undertaken as the first step to this on-going collaboration designed to develop a low-cost health financing package for low-income people.