Providing Insights and Answers

Below are a few samples of our work in helping clients answer important marketing questions. Interclarity leverages the breadth and depth of its research experience to provide the insights and answers that help clients move forward.

Market Re-Segmentation

Are you missing out on new marketing opportunities? That’s what one of our clients wanted to avoid:

Issue:
A major pharmaceutical client had reason to believe that two new market segments had emerged and wanted to find empirical evidence to support the new segments using data from a previous segmentation study. If the new segments were supported by the data, the client also needed to develop a means by which to assign new (i.e., out-of-sample) consumers to these segments. In addition, the client wanted to profile the new segments based upon available data, including needs, life goals, and emotional motivators.

Solution:
Interclarity developed a latent class segmentation model that supported the new segmentation scheme and also constructed a classification model to assign out-of-sample consumers to segments.

Results:
Results from this project were used to support the launch of a new product formulation. This project directly addressed the client’s business information needs for a fraction of the cost of a new consumer segmentation study.

Price Sensitivity Analysis

Conventional wisdom said that you could keep raising the prices of products in this category without any slowdown in consumer demand. This, however, made one of our clients uneasy and they decided to investigate.

Issue:
Facing a major strategic pricing decision for its flagship product, this client needed to answer some important questions: If the client increased the price, would consumers would switch to competitive products and to what extent? What if competitors changed prices – what impacts could be expected for each of the brands?

Solution:
Using secondary script data with associated out-of-pocket costs, Interclarity constructed a demand model that provided the foundation for the price elasticity analyses.

Results:
Study findings provided the client with its first quantitative, model-based evidence that consumers were sensitive to price changes for products in this therapeutic class.

Pro Forma Package Insert Study

What features of a new product are most likely to be important to buyers? What if the final product is different than what was planned – how might that affect buyer preferences?

Issue:
A major market research agency turned to Interclarity to provide analytical support for an important study for a major pharmaceutical manufacturer. The end-client manufacturer needed to determine how well its new anti-platelet product, still in development, might match up against both branded and generic competitors, given different levels of efficacy and safety for the new product.

Solution:
Interclarity designed a quantitative study to estimate physician response to alternative label scenarios for the new agent.

Results:
Results from this study identified trial results for the new product that were the most influential in physician choice of agents.

Product Use (Patient) Selection

What products do consumers choose when they face different use situations? Do veteran-users and first-time users of your product choose your product for similar or different uses?

Issue:
A major global market research company retained Interclarity to provide analytical support in a study of physician likelihood to prescribe different allergy medications (including a new product not yet on the market) depending upon patient characteristics and medication history.

Solution:
Interclarity constructed series of discrete choice models and associated preference share simulators.

Results:
Using these tools, the end-client’s marketing team was then able to determine how prescribing physicians (across four different specialties) might treat patients presenting with different symptoms and different treatment histories.