Microinsurance Paper #20 aims to help practitioners understand what factors determine demand for their microinsurance products. Based on a review of more than 30 studies, it blends academic findings with practical examples and presents solutions to improve demand. Incorporating these into a marketing strategy does not need to be a costly exercise. These findings debunk some of the most common myths about the demand for microinsurance such as "People don´t buy insurance because they don´t understand it".