Capabilities

Qualitative research provides the nuanced understanding needed to interpret attitudes, motivations, and behaviours that shape treatment choices and patient journeys in therapeutic markets. Through in-depth exploration, we reveal underlying decision drivers that inform clinical trial endpoints, product messaging, and brand strategy.

Our qualitative capabilities include:

• In-Depth Interviews (IDIs): One-to-one discussions with Key Opinion Leaders (KOLs), prescribing physicians, payers, and patients to surface unmet clinical needs and barriers to treatment.
• Group Sessions: Moderated interactions where a small group discusses a specific concept to gather deep insights into diverse perceptions or consensus and shared opinions through interactive dialogue.
• Observational Field Studies: Ethnographic studies and patient chart audits to understand real-world treatment flows, adherence challenges, and clinical practices.

These methods are conducted by experienced moderators and supported by specialised panels of healthcare professionals and patient advocates, ensuring insights are both credible and clinically grounded.

Quantitative analysis provides statistically reliable data on prescribing preferences, efficacy/safety trade-offs, patient segmentation, and demand potential — essential for evidence-based strategy in pipeline development and launch readiness. Our quantitative frameworks are tailored to the unique complexity of Pharma and Biotech ecosystems.

Key quantitative techniques include:

Joint statistical approaches for preference and trade-offs

• Choice-Based Conjoint (CBC) and Adaptive Conjoint (ACBC): Reveal how physicians and payers weigh TPP elements (e.g., efficacy, safety, dosing frequency), helping define optimal clinical profiles and formulary positioning.
• Max Diff: Provides robust ranking of clinical endpoints and messaging attributes by importance, mitigating scale bias and highlighting priority drivers for prescribing.

These preference modelling methods are essential to tailor therapeutic profiles and forecast market share with precision.

Pricing and demand analysis (incl. conjoint analysis CBC and ACBC)

• Van Westendorp price sensitivity meter: Establishes acceptable price corridors based on payer and out-of-pocket patient perception of clinical value.
• Cascading price analysis: Tests specific price points to gauge willingness to pay or prescribe under different reimbursement scenarios.
• Demand and revenue modelling: Integrates pricing and market access assumptions with projected patient share, revenue, and peak sales scenarios.

These techniques are particularly useful for market access strategy and uptake forecasting in pharmaceutical development contexts.