Buying Process Studies
Buying process studies provide client teams with a foundational qualitative understanding of the market landscape and well-contextualized insights on the specific market opportunities that their product could potentially claim. Our approach to buying process projects typically involves 3 study phases—all phases composed of 1-on-1 qualitative interviews with the relevant healthcare provider. Phase 1 involves eliciting physicians’ cultural / conceptual models of diagnosis and treatment decision-making. From these findings, we generate treatment decision-making maps, which we present to physicians for feedback and refinement in a shorter second study phase.
We believe that our background in psychological / cultural anthropology heightens our ability to elicit and identify the organization of the shared conceptual constructs underlying physician decision-making. In a third study phase, we determine the relative scale and frequency of the various patient types and decision-making branches in the treatment maps. Physician respondents also react to a product profile (TPP) and, using the treatment map, indicate where and how frequently they would prescribe the product.
