Our client had challenges with their established product and they wanted to refresh their segmentation to better understand their target customers. We conducted an upfront Fathom (Behavioural Science) Review of previous research to identify the key behavioural biases at play, in order to input these into the quantitative phase of the segmentation.

The Shift, Data Science and research team worked collaboratively to develop a questionnaire with distinct questions to address each behavioural bias in a robust quantitative profiling stage, with follow-up qualitative interviews to add colour to the personas. HRW Shift played a key role in developing the segment personas.

• Connecting the behavioural biases from the Fathom to the segments made it easier for the client to connect with and understand the segments
• Less is more in segmentation – Inputting questions deigned to identify behavoural biases provided a much more focused and actionable solution
• Segment analysis is done in the light of behavioural biases so it was easier to profile HCPs, and for our Shift team to provide tangible, targeted recommendations

Following a global segmentation, our client wanted direction on how to optimise their device to create the most desirable and commercially viable product. They wanted a key focus on how to create a differentiated offering compared to current and future competitors, going beyond the optimal attribute combination to assess potential product opportunity

Due to the number of attributes requiring assessment, we used an adaptive choice-based-conjoint exercise to assess product trade-offs. We then used our ‘Predict’ methodology to assess demand for fixed product profiles. Combining both approaches allowed us to assess product demand across all possible product variations

• HRW created a bespoke brand simulator which allowed the client to assess product demand across all product eventualities
• Data could be filtered by different patient types to assess demand by key patient segments
• Results enabled the team to advance the most promising device options, and assess which patient segments and markets were likely to provide greatest opportunity

Our clients’ product was being developed in a lead indication, but they were also pursuing two secondary indications in a similar area. Research was required to provide a robust assessment of brand potential in both indications, with consideration for a complex future market.

Online survey incorporating our ESET™, Juster Scale, and BWS techniques to assess potential across down-side, base case and upside scenarios. Elegant compartmentalisation of the questionnaire ensured we didn’t overwhelm respondents with too many scenarios.

• Capturing likely (and realistic) usage at launch and at peak – including in which scenarios the product had the most potential
• Uncovering the key drivers of success for the product across indications
• Ultimately providing our client with robust and realistic data to feed into forecasts they could be confident in.  This enabled them to make key decisions about where to prioritise investment for the brand

Our client was preparing to launch a new product in a very crowded and well-satisfied market. They wanted to identify the most impactful creative concept, messages and story that would evoke emotional responses, challenge physician perceptions of the disease, and open their minds to new way of treating it.

• Visual Prediction Algorithm for initial concept assessment producing heatmaps that allowed us to understand the areas that were gaining the most visual attention. 
• Pilot qualitative interviews to fully probe on and assess reactions to the creative materials 
• An online survey with inclusion of a glimpse test, fast association test, conjoint and grouper analysis, best worst scaling and sticky KPIs to identify the combination of messages and concept elements that were the most motivating
• Longitudinal resonance interviews to understand what messages and imagery stuck, as well as which drove action or made them think differently

• We created a decision tree to clearly demonstrate how concepts were performing, segmented by those who were bought into the campaign’s key message or not
• Applied linguistic and behavioural analysis provided actionable recommendations for how to finalise the optimal communications and tackle any identified behavioral biases at play 
• Our client was able to get consensus from their internal stakeholders in a matter of hours, and convince brand team members that the winning concept made the most sense