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When it comes to maintaining brand profitability, in-depth market research and insight mining are indispensable. Even the savviest market-researchers face the inevitable question – Is this respondent really giving us an accurate account of what transpired? Whether due to fuzzy-memory, nervousness, brand bias, omission, or other unintentional/deliberate factors, research respondents often cannot fully articulate reality …
In today’s suffering economy, knowledge is gold. Mining for insight into what triggers your customers, what doesn’t mean anything to them, or what marketing might catch their interest if done the right way, could be the difference between success or failure. In a tight economy, more than ever, you want to make sure you get …
PHARMACEUTICAL CASE STUDY
ASSIGNMENT: Insight Mining, Positioning
THERAPEUTIC AREA: Ophthalmology
Critical Business Issue
Client was developing a new product for use in treating patients with declining visual acuity that, without treatment, could result in blindness. The primary competitor was scheduled to launch 12 to 18 months before the client’s product would be on the market. It was imperative that …
Coach wanted to understand the drivers behind the changes in the Japanese luxury handbag market, and identify a new brand strategy to reinvigorate growth.
The client had filed for a neuropathic pain indication for their anti-seizure medication. While the brand was already being used by some physicians for this off-label, this space was new to the brand team. As a result, they needed to understand the brand’s current image and the image of other pain treatments among key physician specialties.
Companies spend hundreds of millions of dollars each year on traditional market research in which respondents are asked direct questions about what they like/dislike and why they bought what they bought. Yet, 90% of new product launches fail and studies show that despite increasing marketing spend, nearly every product category is getting more and more …
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