Conjoint Analysis

Situation

Our client wanted to evaluate how its new product would perform based upon several different levels of efficacy and safety.  The client wanted to see how levels were perceived by PCP and specialists and wanted the ability to perform 'what-if' scenarios once completed.  The ultimate goal was to determine if another clinical study needed to be completed either stressing efficacy or safety.

Solution & Task

Answers & Insights recommended an online conjoint project.  We worked with the client to build a list of attributes and corresponding levels so that a conjoint analysis could be conducted.  We added a series of questions so that the results could be segmented further by physician demographics and other variables.  We also delivered software which allowed the client to do what-if scenarios.  All respondents were recruited from our physician database to participate in an Internet conjoint, which took approximately 40 minutes to complete.

Action

The study discovered that safety levels impacted preference more than efficacy.  Our client recommended that more safety studies be done prior to launch.