Product market triangulation presentation
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This document discusses using multiple methods to evaluate product concepts, known as product market triangulation. For 7 diagnostic test product ideas, physicians provided feedback through a Likert scale of individual concepts, forced ranking of all concepts, and a conjoint analysis of attribute utilities. While preferences varied across the methods, concepts C and E emerged as the most robust options, though neither was a strong favorite. Considering additional factors like primary care versus specialty use revealed further differences in physician preferences.
Product market triangulation presentation
- 2. ≒ Di鍖erent 油approaches 油can 油be 油used 油to 油rank 油 product 油concepts. 油Each 油method 油has 油tradeo鍖s. 油 And 油each 油can 油miss 油the 油mark. 油 ≒ Using 油a 油variety 油can 油reveal 油robust 油product 油 concepts. 油 ≒ In 油this 油context, 油the 油presenta2on 油discusses 油a 油 real 油example 油of 油7 油product 油ideas 油(diagnos2c 油 tests). 油 息 油2013 油Winton 油Gibbons 油 2 油
- 3. The 油Various 油Approaches 油used 油in 油this 油 Triangula2on 油 ≒ Physicians 油were 油asked 油on 油a 油(Likert) 油scale, 油how 油 much 油they 油liked 油a 油concept 油in 油isola2on. 油 ≒ Some 油doctors 油forced 油ranked 油the 油complete 油ideas. 油 ≒ A 油conjoint 油analysis 油was 油done 油to 油iden2fy 油the 油u2lity 油 of 油various 油individual 油aSributes. 油 ≒ The 油conjoint 油analysis 油was 油also 油compared 油to 油 compe22ve 油products. 油 ≒ MDs 油were 油ask 油what 油they 油would 油not 油buy 油 息 油2013 油Winton 油Gibbons 油 3 油
- 4. Most 油Interes2ng 油Point 油is 油How 油the 油Concepts 油B 油to 油G 油Vary 油Across 油 Studies 油 (Desire 油for 油A 油was 油almost 油not 油believable, 油but 油true) 油 息 油2013 油Winton 油Gibbons 油 4 油 Likert scale A B C D E F G Force rank | assign fixed points or % to 100 A C F B E D G Conjoint utility A E C D G F B Conjoint market share A E D C G F B Speci鍖cally, 油either 油 B 油or 油E 油could 油have 油 been 油chosen 油as 油a 油 product, 油 especially 油if 油A 油had 油 development 油 issues. 油But 油 neither 油B 油nor 油E 油is 油 robustly 油wanted. 油 Instead 油C 油would 油 be 油the 油best 油back 油 up 油idea. 油 油
- 5. Addi2onally 油Con鍖rmed 油by 油the 油the 油OZen 油Not 油Asked, 油but 油 Powerful: 油 What 油product 油would 油you 油not 油buy? 油 息 油2013 油Winton 油Gibbons 油 5 油 C A B E F D G
- 6. 息 油2013 油Winton 油Gibbons 油 6 油 Moreover, 油there 油are 油not 油just 油market 油expecta2ons, 油but 油for 油 real-足world 油products, 油limita2ons 油or 油addi2onal 油features 油(e.g., 油to 油 meet 油unspeci鍖ed 油needs 油rather 油than 油desires). 油Also, 油 compe22on 油and 油compe22ve 油response 油need 油to 油be 油 incorporated 油 油 Market expectation Primary care versus specialist Product performance Company versus competition
- 7. Also, 油Idiosyncrasies 油exist 油in 油Health 油Care, 油such 油as 油 among 油Primary 油Care 油and 油Medical 油Special2es 油 息 油2013 油Winton 油Gibbons 油 7 油 Market expectation Primary care versus specialist Product performance Company versus competition
- 8. There 油was 油One 油Last 油Twist 油 息 油2013 油Winton 油Gibbons 油 8 油 Diagnostic Indifferent Prognostic When 油analyzing 油 the 油desired 油 products 油by 油one 油 quan2ta2ve 油 aspect, 油diagnos2c 油 versus 油prognos2c 油 assay, 油there 油 appeared 油to 油be 油 liSle 油preference. 油
- 9. However, 油During 油Focus 油Groups 油| 油Subsequent 油Follow-足up, 油Strong 油 Opinion 油Di鍖eren2ated 油Primary 油versus 油Specialty 油Care. 油 息 油2013 油Winton 油Gibbons 油 9 油 Diagnostic Prognostic Primary care Prefer Assume colleague has sufficient tools to treat Specialty Assume colleague has sufficient tools to diagnose Prefer Interes2ngly, 油the 油 con鍖ict 油 illustrated 油 respect 油for 油the 油 other 油physician. 油 A 油strong 油 percep2on 油that 油 they 油already 油had 油 su鍖cient 油tools 油 and 油capabili2es. 油
- 10. ≒ Blog 油 hSp://www.wingibbons.wordpress.com 油 ≒ LinkedIn 油 hSp://www.linkedin.com/in/wintongibbons/ 油 ≒ 際際滷Share 油 hSp://www.slideshare.net/wingibbons 油 ≒ TwiSer 油 @wingibbons 油 息 油2013 油Winton 油Gibbons 油