We employed a two-phase research approach. For the first phase, we used a qualitative research methodology, in which we conducted a mix of in-person and web-enabled interviews with KOLs, treating physicians and consumers at risk of becoming infected with HIV. This first phase was required to help understand reactions / interest to new HIV prevention options. A second quantitative phase in which we conducted 400 online surveys with treating physicians and consumers, enabled us to estimate preference shares for novel HIV prevention medications.
We presented our client with a full report detailing insights regarding reactions to novel formulations for HIV prevention medications, and the impact of OOP costs on uptake. The qualitative stage allowed us to explore why each option was or was not attractive to consumers and physicians. In the quantitative stage we implemented a TURF Analysis Simulator, which meant our client could “turn on” and “turn off” product availability to understand which bundle of HIV prevention options would appeal to the greatest number of consumers. Our two-stage research approach provided our client with the market understanding they required in order to know how to best develop their portfolio.