Chapter One — 1.1 Background to the Study

Over the past decade, the relationship between product roadmapping practices and user retention in digital products has become a subject of considerable debate among scholars and industry practitioners alike, particularly within the context of Selected Insurance Companies in Nigeria where operating conditions differ markedly from more developed markets.

Selected Insurance Companies in Nigeria presents a useful setting for examining this relationship precisely because the conditions there — structural, regulatory, and behavioural — differ from those typically assumed in the broader literature, most of which draws on evidence from more developed economies.

1.2 Statement of the Problem

Despite a growing body of literature on product roadmapping practices, there remains limited consensus on the precise nature of its relationship with user retention in digital products, particularly within Selected Insurance Companies in Nigeria. Many organizations continue to make decisions about product roadmapping practices without a clear, evidence-based understanding of how those decisions ultimately affect user retention in digital products. This gap between practice and empirical understanding is the central problem this study seeks to address.

1.3 Objectives of the Study

1. To examine the effect of Product Roadmapping Practices on user retention in digital products in Selected Insurance Companies in Nigeria.
2. To assess the extent to which product roadmapping practices influences user retention in digital products within the study area.
3. To identify the challenges associated with product roadmapping practices in relation to user retention in digital products.
4. To recommend strategies for optimizing product roadmapping practices in order to improve user retention in digital products.

1.4 Research Questions

1. What is the effect of product roadmapping practices on user retention in digital products in Selected Insurance Companies in Nigeria?
2. To what extent does product roadmapping practices influence user retention in digital products within the study area?
3. What challenges are associated with product roadmapping practices in relation to user retention in digital products?
4. What strategies can be adopted to optimize product roadmapping practices in order to improve user retention in digital products?

1.5 Significance of the Study

This study is significant to a range of stakeholders. For policymakers and regulators, the findings offer evidence to guide the design of frameworks that support healthier outcomes around user retention in digital products. For managers and practitioners within Selected Insurance Companies in Nigeria, the study provides practical insight into how product roadmapping practices can be better managed. Finally, it contributes to the academic literature on product management by extending existing knowledge into a specific empirical context, and offers a reference point for future researchers.

1.6 Scope of the Study

The study is limited to an examination of Product Roadmapping Practices and its relationship with user retention in digital products within the context of Selected Insurance Companies in Nigeria. It reflects a BSc-level scope of analysis and relies on data and perspectives available within that scope; generalizing the findings beyond this specific context should therefore be done with appropriate caution.