Performing market assessments for medical products
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This document outlines the process and deliverables for assembling, designing, completing and analyzing internal and external resources to gather data, knowledge, and information. It involves conducting quantitative and qualitative surveys, focus groups, and optional attendee notes. Deliverables include survey response data and contact information, patterns in the data, product concept hypotheses, target markets and preliminary economics forecasts. Knowledge deliverables synthesize the data into relationships, the competitive landscape and gaps requiring further exploration. Information deliverables summarize and report the raw data and assembled knowledge.
Performing market assessments for medical products
- 1. Assemble Design Complete Analyze Internal Resources Mixed External Resources (e.g., consul4ng) Data deliverables Surveys ≒ Quan4ta4ve survey responses ≒ Qualita4ve verbata ≒ List of and email addresses for survey par4cipants willing for follow up Knowledge Deliverables Data Focus groups Knowledge ≒ PaKerns in the quan4ta4ve and qualita4ve data ≒ Not just product concepts ≒ Can included rela4onships to Rx and reimbursement ≒ Compe44ve picture ≒ Brief surveys ≒ Videos ≒ Op4onal aKendees and their notes ≒ Product concept hypotheses Informa4on Deliverables Surveys ≒ Summary of results ≒ Quan4ta4ve survey database ≒ Qualita4ve notebook Data Raw quan4ta4ve and qualita4ve details ≒ Target markets, menu, and product con鍖gura4on ≒ First-足pass economics and forecasts ≒ Gaps to be 鍖lled (and process if need be) or concepts to be further tested Focus groups ≒ Summary of results ≒ Database from surveys ≒ Audience impressions (aKendees plus video viewers) Informa+on Knowledge Assembled and annotated data Informa4on applied to par4cular purpose 息 2013 Winton Gibbons