Case study: How an enhanced quant approach was used to get a detailed and in-depth understanding of market behaviour

The challenge
Our client was very knowledgeable about the market and their product but needed to understand why it was suffering low market share, which they felt was due to a lack of awareness. They requested a large-scale quantitative ATU study conducted in 11 markets, amongst over 1,400 doctors each submitting at least 4 PRFs to get a detailed and in-depth understanding of market behaviour. But they asked us if we could deliver more in terms of insight.
Enhanced Quant approach- case study
Enhanced Quant approach- case study

The challenge
Our client was very knowledgeable about the market and their product but needed to understand why it was suffering low market share, which they felt was due to a lack of awareness. They requested a large-scale quantitative ATU study conducted in 11 markets, amongst over 1,400 doctors each submitting at least 4 PRFs to get a detailed and in-depth understanding of market behaviour. But they asked us if we could deliver more in terms of insight.

The solution
We provided an enhanced approach, which incorporated a qualitative element to add more depth to the quantitative findings. This entailed:

  • Short (15-20 min) add-on TDIs which went beyond the scope of normal quantitative research by gaining additional insights behind key ‘why questions’.
  • Telephone interviews, with the discussion guide outlined via PAPI vs. CATI, allowed maximum flexibility for specific follow-up questions after or during each interview.
  • TDI s could take place across all markets, or to answer ‘why questions’ raised in a specific market only.
  • Real-time completion allowed specific, detailed probing around key patient questions to add additional insight to quantitative findings.

The outputs
The research revealed that prescribing was not low due to a lack of awareness; in fact most physicians were prescribing, but only to a small proportion of patients, despite very positive perceptions of the product. The enhanced interviews were able to add insight as to why this was the case; the client’s target patient segment was not recognised as a unique group in clinical practice, instead patients were treated according to a continuum in terms of how affected their QoL was by their condition. The client was therefore able to build market share by increasing depth of prescribing in a more clearly defined (clinically relevant) target group thanks to both the quant outputs and the qual insights.

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