STUDIES
PERFORMED
Observer has developed many projects through its history. See some examples below.
STUDIES
MESSAGE RECALL – CATI:
Companies keep their marketing actions having their sales force visiting their target audiences and promoting brands strategic positioning messages to them. On this scenario, companies must conduct periodic assessment to measure if their messages are being absorbed and kept by physicians and if their strategy outcomes are driving their product positioning. To meet this purpose, OBSERVER has been conducting MESSAGE RECALL studies. It is a quantitative study with data collection through telephone or online interviews with specialists considering potential prescribers of a certain therapeutic class, exposed to sales calls from that company for one or more brands of interest. Assessment of competitors brands MESSAGE RECALL is also included on this type of project, so that a comparative performance of companies retained messages are provided. The project is conducted in waves (point in time when information is collect), which can vary from quarterly or semiannually, so that the performance is measured on each period of time to assess the comparative data between waves.
ADVANTAGES: a study that is able to optimize its cost/benefit, with one of the lowest unit cost (per interview) in medical market research. Furthermore, it is a project with a fast execution, providing a performance map of messages promoted over time as well as comparing recall of competitors’ brands in the market.
ICONICARDS PROJECTIVE TESTS:
: it is a projective technique using more than 50 specific and exclusive image cards for several purposes, such as finding adequate patient profiles to the product, assessing brand or institutional images, analyzing physicians’ or patients’ feelings and emotions towards specific diseases or a new proposed treatment.
ADVANTAGES: this methodology overcomes conventional rational analysis and deepens into a world of decisions and feelings beyond rational, bringing emotional and attitudinal information covered by reason and by the “politically correct” which interferes into individual’s feelings and choice. It applies to diagnosis, alternative treatments, new drugs or future expectations.
TinO - Truth in Office
Exploitable technique in which some medical appointments are filmed and the chosen procedures and the details of the physician’s and patient’s behavior at the moment of the prescription are assessed.
Other studies
Habits and therapeutic procedures surveys (medical area).Habits and consumption attitudes surveys.Price Expectancy and Elasticity Studies for new products and for repositioning established products.Product concept testing.Package testing.Waste assessment at product pre-launch.+ Recall Product launch recall.Brand image assessment.Consumer profiles.Communication attributes assessment.Project testing.Psychological profile of consumers.Business -to-business studies..Internet research.