Ad-hoc Primary Market Research

Understand whether a real clinical, operational, economic, or patient-level unmet need exists, how strongly stakeholders experience it, and whether the proposed solution meaningfully addresses the gap.

We conduct exploratory IDIs, TDIs, web-based interviews, FGDs, physician surveys, patient surveys, and structured validation research with relevant decision-makers and end users.

Identify which customer jobs, pain points, desired outcomes, and underserved needs offer the strongest opportunity for innovation, differentiation, or market entry.

We use Jobs to be Done™-inspired qualitative interviews, opportunity mapping, importance-satisfaction scoring, and quantitative validation to prioritize the most attractive problems to solve.

Understand current usage behavior, treatment or procedure patterns, decision-making roles, product preferences, adoption drivers, and barriers across customer segments.

We design U&A studies using quantitative online surveys, CATI, CAWI, PRFs, and patient case forms, supported by qualitative interviews where deeper behavioral explanation is required.

Assess how a brand, product, company, or technology is perceived by clinicians, customers, distributors, payors, or patients compared with competitors, and identify the attributes that drive preference, trust, differentiation, and adoption.

We evaluate awareness, familiarity, trust, credibility, differentiation, strengths, weaknesses, and adoption intent through qualitative interviews, web-based discussions, and quantitative perception studies. To add analytical rigor, we can include perceptual mapping, brand differentiation exercises, attribute association analysis, competitive positioning diagnostics, brand equity drivers, and gap analysis between intended positioning and actual market perception.

Test whether a new product, device, diagnostic, service model, digital solution, or therapy concept resonates with target customers before major investment or launch.

We assess concept clarity, relevance, uniqueness, perceived value, adoption likelihood, barriers, and improvement areas using IDIs, TDIs, web-based interviews, FGDs, and quantitative concept evaluation surveys.

Develop and validate a compelling value proposition that explains why stakeholders should adopt, prescribe, purchase, reimburse, distribute, or recommend a product.

We explore and test clinical, operational, economic, and patient-centered value drivers through qualitative research and quantitative validation to identify the strongest claims and proof points.

Determine which messages are most credible, motivating, differentiated, and easy to understand for the intended audience, and identify whether the message increases willingness to adopt, prescribe, purchase, recommend, or engage with the solution or brand.

We test message themes, claims, taglines, benefit statements, objection-handling language, and sales narratives through qualitative interviews, online surveys, and structured ranking or rating exercises. To add diagnostic rigor, we use a highlighter exercise where respondents mark specific parts of the message as green for likes, red for dislikes, yellow for unclear or confusing text, and blue for unique or differentiated content. We then combine this qualitative markup with quantitative metrics such as clarity, believability, relevance, resonance, differentiation, credibility, memorability, emotional appeal, perceived clinical or business value, and willingness to adopt the solution or brand based on the message.

Evaluate potential brand, product, platform, or service names for memorability, clarity, scientific credibility, emotional fit, differentiation, and market appropriateness.

We support name testing through rapid qualitative feedback, online surveys, ranking exercises, and cross-market checks where relevant.

Identify the optimal price range, price sensitivity, willingness to pay, and perceived value of a product or service in the target market.

The most important part of pricing research is selecting the right research design based on the client’s business objective, product type, decision context, and level of pricing uncertainty. We first help clients clarify whether they need to estimate an acceptable price range, test demand at specific price points, understand trade-offs between price and product features, assess willingness to pay, evaluate reimbursement or out-of-pocket thresholds, or support launch pricing decisions. Based on this, we recommend the most appropriate method, such as Gabor-Granger, Van Westendorp, BPTO analysis, conjoint-based pricing, custom willingness-to-pay surveys, or simpler qualitative price exploration where a full quantitative pricing study may not be required. We then execute the selected approach, supported by qualitative research where needed to understand price objections, perceived value, affordability thresholds, and value justification.

Prioritize product features, service attributes, claims, or design elements based on what customers value most and what drives adoption, purchase, or preference decisions.

Many clients approach conjoint research with limited clarity on the right attributes, levels, trade-offs, or study design. We first help clients determine whether conjoint analysis is actually required, or whether simpler and more efficient methods such as MaxDiff, feature ranking, rating scales, or structured trade-off exercises can answer the business question. When conjoint is appropriate, we support the full design process, including defining the right attributes and levels, screening out unrealistic combinations, designing the choice tasks, validating respondent comprehension, and ensuring the study reflects real-world customer decision-making. This front-end design support is often the most critical part of the engagement because poor attribute and level definition can lead to misleading results. We then execute the research using the most appropriate method, including qualitative exploration, feature ranking, MaxDiff, conjoint analysis, or trade-off research. These methods help determine which features, service attributes, price points, claims, or design elements should be prioritized for product development, pricing, launch positioning, portfolio planning, or commercialization strategy.

Identify meaningful customer, physician, patient, hospital, or account segments based on needs, behaviors, attitudes, barriers, value perceptions, and adoption potential, so the client can prioritize the right segments and tailor targeting, messaging, and commercial execution.

We design segmentation studies using quantitative research and advanced analytics across hundreds of potential variables, including demographics, practice characteristics, clinical behavior, purchase drivers, adoption barriers, attitudes, preferences, unmet needs, and value perceptions. Using regression, correlation analysis, factor analysis where applicable, and cluster analysis, we identify 5–6 statistically robust and commercially meaningful segments that are as MECE as possible. We then refine these segments through business interpretation so they are not just mathematically valid, but also actionable for marketing, sales, and strategy teams. Each segment is named in a way that clearly reflects its defining characteristics, and we develop practical segment personas to make the segments easier for client teams to understand, remember, and activate.

Estimate market opportunity, addressable patient or procedure volumes, adoption potential, and future revenue under different assumptions.

We use a triangulated market sizing approach that combines bottom-up facility-level estimation with top-down expert validation. At the bottom-up level, we estimate volumes across individual facility types or customer segments, extrapolate respondent-level survey inputs to the universe of relevant facilities, and build segment-wise estimates of patient volumes, procedure volumes, product usage, or adoption potential. These estimates are then cross-validated through competitive intelligence interviews, KOL interviews, and secondary desk research to test assumptions, refine adoption logic, and ensure that the final market size is directionally robust. For forecasting, we assess market trends through KOL and CI interviews, published desk research, and customer survey data, then project the market over the next 3–5 years using clearly defined assumptions around growth drivers, adoption barriers, technology shifts, reimbursement changes, competitive activity, and expected customer behavior.