Quantitative Diabetes Conjoint Study

The client...

Was preparing for the launch of their drug into the fast growing sector (PPARs) of the Type II diabetes market and wanted to understand the likely potential uptake of the brand based on the product profile.

What we did was...

Online quantitative interviews (CAWI) lasting 45 mins were conducted with 200 prescribing physicians in each of US, UK, France and Germany.The main research instrument was a trade off exercise in which physicians made their drug choice based on a set of different prescribing circumstances (patient profiles).

The outcome was...

That the client was able to construct a model allowing for the simulation of hundreds of "what-if" scenarios, estimating share-of-preference for their drug vs. competitor treatments.

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