Demand assessment

Understanding the realistic demand for a new product or service is critical for informing brand strategy. Depending on the level of demand, brand strategy can be tailored accordingly to optimise performance upon launch.

There is no one size fits all approach to conducting a demand assessment. The methodology chosen will depend a great deal on both the product in development and the market in which it will launch and there is often a trade off between wide scope and high detail. The more that is known about the product, and market, the more focused and detailed the demand assessment approach can be.

In developing markets, where local epidemiological or market size information is not available, we work with our Emerging Markets team to understand the nature of these countries and design surveys which capture incidence information during the recruitment process.  Demand Calibration techniques, which use a gated method to adjust for overstatement rather than relying on historic analogues, further improve the quality of our market estimations.