We implemented a multidisciplinary approach combining primary market research with secondary market data:
- Qualitative and quantitative insights were gathered from both HCPs and consumers, to ensure a comprehensive understanding of vaccine needs, expectations and appropriate price using a randomised sequential Gabor Granger methodology
- We established key drivers and barriers to adoption, both rational and emotional, and how to facilitate rapid uptake, to allow our client to anticipate potential issues and know how best to address them
- Country demographics and consumer spending data were used in combination with our pricing inputs, to develop an interactive 15 year projection model. This provided robust insights into how different market behaviours would impact vaccine adoption and size the risk at each price point tested.