This client wanted to increase market share in a certain product category by launching new products. Management was interested in collecting primary information from their target market in order to optimize the market launch and the optimal price entry point.

To identify the consumers’ needs and determine the optimal price point.

This study was conducted on the Internet through a web-based survey. The participants were recruited by e-mail from a random sample of dentists. The potential respondents were screened based on a pre-determined set of patient volume characteristics. Dentists who meet the screening criteria were allowed to continue with the survey. To enhance the response rate, participants were offered an honorarium.

An optimal price point was determined by analyzing a Van Westendorp model. The results were collect in less than five working days and management was able to launch the product ahead of schedule.

Voice of Customer
Major Academic University

Needs Analysis
Medical Product Manufacturer

ATU (Awareness, Trial, Usage)
Pharmaceutical Company