BUSINESS NEED

A leading pharmaceutical company sought to gain key insights into consumer preferences and the competitive landscape. The goal was to measure product perception across different key markets. Analytics was used to quantitatively assess how consumers perceive the product in relation to competitors, revealing whether it blends in or stands out as unique. By creating perceptual maps, management could clearly visualize the competitive landscape and identify opportunities to differentiate.

METHODOLOGY

The Analytics Arts team proposed a study using CAWI (Computer Aided Web Interviewing) methodology. The sampling plan was meticulously crafted to ensure that the sample represented the target population in each market, with specific quotas set for gender, age, and geographical area. The questionnaire itself was strategically structured into several sections to provide valuable data to drive informed decision-making and optimize marketing efforts. A specific section about drivers of choice, positioning, and barriers delved into the factors influencing consumer decisions, uncovering key drivers of choice, brand positioning, and potential barriers. It provides invaluable insights into what motivates or deters consumers from choosing a particular brand.

OUTPUT

We provided a powerful visual summary that clarified product perception, while also revealing new insights and confirming existing ones. The map revealed clusters of products that were perceived similarly, suggesting underlying shared characteristics. It also offered insights into where to focus marketing efforts to differentiate products. The importance-performance map, on the other hand, related the perceived importance of a driver during the purchase process to the performance of a specific product in relation to that driver. By combining these two maps, we were able to determine whether the product was performing well on aspects that customers perceived as important.

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