Our client was preparing for the launch of their treatment for Agitation in Alzheimer’s Disease (AAD), for which they needed:​

• An understanding of the integrated primary care pathway ​
• A customer segmentation.​

Insights from this research were used to inform a global positioning, but also understand the local nuances. ​

We conducted a multi-phase qualitative into qualitative project in EU5 markets with GPs, neurologists and psychiatrists​

• Fusion groups: mixed focus groups provided a comprehensive understanding of the role of various stakeholders and differences in their decision-making priorities​
• Pathway mapping: in-depth individual interviews mapped the integrated primary are pathway and gave depth on perceptions of a new treatment​
• Product Profile Testing: assessed benefits and watchpoints at both a functional and emotional level​
• Quantitative Segmentation Phase: taking an iterative approach, insights from the qualitative phase provided inputs into a quantitative segmentation approach​

• Provided a strong steer on launch strategy, with concrete recommendations for priorities in pre-launch market shaping​
• Provided a robust 4-solution segmentation with clear guidance on which segments to target and how to activate each segment​

• Whilst childhood epilepsy is treated with pharmacological therapy, there is evidence that a ketogenic diet therapy (KDT) can provide significant benefits. ​
• ​Our client wished to investigate how to increase uptake of this dietary treatment and to understand how to communicate to HCPs about this topic.​

Behavioural science re-analysis of existing research: HRW Shift reviewed our client’s existing market research reports to identify underlying mechanisms behind behaviour and inform the design of subsequent research accordingly.​

QualieTM Customer survey: ​

• Phase one (Qualitative): online survey which includes video capture of 50 second clips reflecting personal perspectives relating to questions posed in the survey​
• Phase two (Quantitative): subsequent survey respondents take the survey. And for critical questions, this group view three videos from qual respondents that gave similar answers and rated agreement with the perspective in each video.

Lexicon analysis: linguistic analysis of the spontaneous language used by respondents (qual) and validated as impactful (quant) to provide guidance one how to speak to HCPs about ketogenic diet as a viable option for treatment.​​

• Provided the client with a clear strategic recommendations : priority barriers to overcome, language to use, attributes to prioritise, and framing that gains attention​
• Our clients used these insights to provide materials in neurologists’ calls, share patients type cues in published case studies and leverage emotional themes in messaging​

• Our client was preparing to launch an innovative asset in multiple sclerosis and were developing a new scientific message platform for their product​
• Main objective was to identify which statements resonated most amongst HCPs to help support their new asset’s launch. Insights fed into communication strategy to help market the treatment​
• We conducted a multi-market qualitative interviews across EU5 markets, US and Canada with neurologists, MS nurse specialists and KOLs​

• WATDIs: conducted 75-minute interviews with neurologists and where appropriate MS nurse specialists to identify and prioritize the most resonant statements across multiple product themes ​
• Specialist KOL interviews: supported the research with specialist KOL interviews to identify any knowledge gaps within statements which HCPs may need additional educational support with​
• TPP testing: as part of the research, we briefly tested our clients TPP to gain overall thoughts and provide context to the statements ​
• HRW Shift: In order to uncover behavioural biases including heuristics, fallacies, or discursive techniques that drive response, we applied our behavioural science team HRW Shift​

• Research uncovered stark knowledge gaps behind our client’s novel MoA  which need addressing​
• It stressed the importance of needing to develop additional materials to drive education to help uptake​
• Provided clear robust insights into which statements and sub- statements to focus on and derived actionable recommendation on how to overcome customer biases and heuristics at play​