Case study: How a trade-off technique identified unmet needs for surgery equipment

The solution

• A mix of IDIs (19) and mini-groups (3) were held with Anaesthetists and Anaesthesiologists in the US, Germany and France.
• Creative exercises were used to help respondents envisage and communicate their ideal system.
• A qual-quant trade-off methodology, SIMALTO, was used in order to assess the relative importance of different system attributes in a product profile.

The outputs
Results were shared both regionally and globally via a series of interactive video-conferencing workshops, with a series of pre and post workshop tasks designed to help the internal stakeholders take the research results to the next level. The research findings allowed the client to develop tangible plans for implementation of marketing strategies in each market, whilst the workshops identified   a number of markets facing similar challenges or at similar stages pre launch, which facilitated the opportunity for internal knowledge sharing, cross learning and idea generation.