Qualitative segmentation validation study with backroom brainstorm exercises
Our client had an oncology product in development for the treatment of prostate cancer. The company wanted to conduct research to inform future planning, list development, advisory board creation, and initial communications platforms. In an earlier quantitative wave of research we had identified four segments to define physician treatment and prescription behaviors. Our next challenge was to validate the segmentation. Our client wanted to gain a deeper qualitative market understanding of treatment views and prescribing motivators of the four segments. They also needed to open lines of communications within the team, giving both local and remote team members the opportunity to engage and interact with the research and segmentation.
Device Attribute Testing
Our client wanted to determine the optimal new blood glucose monitoring device – one that would best retain their current customers and also attract new ones. They also wanted to be able to rationalise the strengths of their existing portfolio against their competitors. The patient evaluation needed to reflect real life as much as possible, so that it truly reflected patient preference and could predict the future market impact of any new device.
Corporate Equity Survey
Our client’s senior management wanted to assess its company’s image amongst their key HCP stakeholders. The client wanted to measure familiarity and perceptions of the company versus its competitors, particularly in light of recent corporate announcements. They also wanted to identify opportunities for influencing customer opinion.
Multi-level Segmentation Solution
Our client has an established product for multiple indications. They wanted to create a HCP segmentation typing tool which could be implemented in-field to help classify physicians across two different therapeutic areas. There was rationale to suggest that because the two therapeutic areas are pathologically different, then two separate typing tools would be required. However, it was also argued that a one segment solution would be most suitable as physicians fundamentally have the same attitudes, irrespective of the disease they are treating. Additionally, our client would be able to implement a single segmentation tool into its core business much more efficiently than two separate tools. The challenge was to therefore decide whether a one tool or two tool solution would be most suitable.
Wargaming in HCV
Our client had a product ready for launch in the HCV landscape. A number of new competitor products were expected to alter the market dynamics. Given the stage of development of both our client’s product and the competitors, a number of different scenarios could have played out. Consequently, the company wanted to conduct research in order to feed into strategy development for their product. What would physicians think of the new entrants and how could this be leveraged to ensure a successful launch?