Our client sought to understand neurologists’ perceptions of GTx in DMD and identify ‘narratives’ about the treatments that were most resonant/successful with neurologists.
CRA approach
- Worked with the client to define key metrics against which the narratives would be tested
- Iteratively developed discussion guide and stimuli for use in market research
- Coordinated multiple stakeholders (client, creative agency, interviewing contractor) to collect comprehensive insights from DMD treating neurologists
- Developed methods to extract quantitative insights from interviews, enabling robust analysis even for the interim readout (before completion of all interviews)
- Analyzed transcripts to extract qualitative insights, informing recommendations delivered at the final readout
Client impact
- üDeveloped robust understanding of neurologists’ perceptions of GTx in DMD, informing development of value messages for a launch campaign
- üProvided actionable recommendations on how to optimize narratives based on extensive qualitative/quantitative evidence and analyses