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Qualitative segmentation validation study with backroom brainstorm exercises


Our client had an oncology product in development for the treatment of prostate cancer. The company wanted to conduct research to inform future planning, list development, advisory board creation, and initial communications platforms. In an earlier quantitative wave of research we had identified four segments to define physician treatment and prescription behaviors. Our next challenge was to validate the segmentation. Our client wanted to gain a deeper qualitative market understanding of treatment views and prescribing motivators of the four segments. They also needed to open lines of communications within the team, giving both local and remote team members the opportunity to engage and interact with the research and segmentation.

Read the full case study: https://www.researchpartnership.com/news/2017/09/qualitative-segmentation-validation-study-with-back...


6th October 2017

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