Research Objective

• The client needed to optimize their pricing strategy by understanding perceptions of prices held by consumer segments towards an inhaler product.
• They also needed to understand GPs’ selection of COPD treatments, and payer reception to various prices, rebate schemes, and complete offers within the portfolio.

Scope & Methodology

• The consumer market was segmented into distinct customer groups based on purchase behavior and paying potential. Each segment estimated various prices of inhalers.
• GPs indicated their intent to recommend various brands in each patient segment at each price.
• Optimum prices were identified for each segment.

Value Delivered

• The client successfully launched a new inhaler in a competitive market with optimized pricing that maximized the opportunity. It quickly gained popularity.
• The client was able to price their product optimally to avoid losing sales and to maximize profit margins

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Research Objective

• A pet food brand offering a controversial new product format needed to understand purchase behaviors for current brands, and barriers to acceptance for a pet food using insects as a source of protein.

Scope & Methodology

A survey was designed to understand current purchase behaviors and market gaps for fresh and premium pet food products. The survey also focused on understanding awareness, barriers, and purchase intent for pet foods based on insects.

The data showed that:

• 1% currently use pet food with insect protein
• 66% were unaware of pet food with insect protein
• 60% were willing to try pet food with insect protein

Value Delivered

Despite the lack of awareness and lack of use of insect based pet foods, consumers demonstrated that they had a strong willingness to try the product, particularly because of its reduced impact on the environment. The research helped the client understand which message associated with their brand – sustainability –  would be most effective at reaching their targeted consumers.

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