Imevax commissioned Turquoise to conduct research into a new point of care blood test that can be performed by health care professionals to give a risk stratification for a certain type of cancer. It’s a quick, reliable and inexpensive diagnostic test that enables doctors to find patients at high risk and to give early aggressive treatment to prevent disease.
In order to evaluate current perceptions of diagnostic testing for this condition, establish the product profile and price point, we opted for online data collection, partnering with a specialist health care professional research panel. We surveyed a total of 60 gastroenterologists with 20 respondents captured from each key market: USA, UK and France.
Over half of the gastroenterologists interviewed said they would be likely to switch to the new test and over 80% saying they would be likely to try it. We were able to provide the client with the most influential factors/attributes when deciding which diagnostic test to use, the top ranked product claims, and the key reasons that it had created such a positive impression.
The price model was developed using a version of the Gabor-Granger method, a widely recognised and utilised method in marketing science. The G-G method allowed us to estimate the demand for the product at different price points and enabled us to provide Imevax with the optimum price point for the new blood test, including insights into regional price sensitivity.
Our unique approach
Whether we are helping pharmaceutical companies understand and predict customer behaviour, powering smarter data-driven strategy, or driving organisational change, our unique model helps deliver scientifically superior results for the whole industry.
Know what individuals think, better than they know themselves. Our model uniquely unearths subconscious psychological factors that influence customer feelings and behaviours.
Our model validates deeper methodological and contextual factors behind the data, not just the data itself, which helps uncover truly relevant insight while minimising noise.
Our unique model allows organisations to accurately predict market and customer behaviour, helping to power genuinely forward-thinking strategy and decision making.
