The timely tracking of a global launch
Managing ATUs with staggered launches across multiple markets can be tricky. Research Director Rebecca Davies outlines how we approach the challenge.
A key challenge faced by our clients running global tracking studies is when to track. For a product yet to launch, commercialisation can vary by market by months or years. Typically, data is collected at 3 key stages - a time point prior to launch, a couple of months post launch and then at regular intervals. The issue is - how can ATU projects be managed when a product is due to be commercialised at different time points across markets?
How KPIs for a newly launched brand were effectively tracked in 25 global markets
With the imminent expected approval and launch of a new product, our client needed to conduct global tracking research to understand knowledge, perceptions, awareness and recall around their product and the quality of sales rep visits.
Given the rapidly changing and ever-expanding range of competitor products, it was also important to gauge perceptions and awareness around the current and future competitive set.