If you want to examine product perceptions and competitive positioning, don’t ask physicians for their opinion.
Physicians likely don’t know the real drivers of their behavior. But even worse, they’ll give you an answer anyway.
Probe the Real Drivers
With Chart Enhanced Qualitative Research we probe the real drivers and barriers of product use.
Respondents enter longitudinal patient chart data from their own practice into our proprietary, online data capture tool prior to each interview.
Mine a Rich Patient Database
A live interviewing process allows us to mine a rich patient chart database and expose:
- The Patient Journey: Longitudinal data uncovering multiple intervention points over time
- Previously Hidden Segments: Real-world factors defining actionable and meaningfully different market segments
- Treatment Choice Drivers: Specific clinical and non-clinical drivers of treatment choice
- Product Positioning: We define competitive positioning from the patient level up, based on concrete, chart-based brand choice drivers and barriers.
Chart Enhanced Research reveals how physicians will use your product, without actually asking them!