Our recommended approach consists of four phases:

1. Predictive analytics (for visual stimuli)
2. Individual qualitative assessment (via IDIs or qualitative online communities) for concept iteration and optimisation
3. Another round of predictive analytics
4. Robust quantitative phase (aligned with your HCP global segmentation)

However, conducting it as semi-qualitative quant is also acceptable. The decision depends on the required iteration, process of elimination and diversity of your customer base, which ultimately shapes the final research scope.

• Consider whether you are looking for breadth (communities) of opinion vs. depth (IDIs) of opinion
• If you are looking for convergence, optimisation, co-creation, quick turnaround or agile testing of territories, then communities will most likely be your best option
• If you are looking to correlate depth of resonance with customer unmet need, then IDIs may be more appropriate
• However, both can be used interchangeably, depending on project needs
• We encourage you to be demanding and consider the value of both approaches; for example, beginning with an online community approach and then identifying individual respondents to follow up with, to add an extra layer of depth

For quantitative research, we recommend a minimum sample size of n=75 for each cell you wish to explore. It’s crucial to have conducted your HCP global segmentation beforehand. This segmentation shapes your messages, and a sufficient sample size ensures all target segments’ needs are addressed in your communications story.

Online communities are invaluable for early concept and message refinement. Here, respondents provide focused, critical feedback, enabling quick yet well-informed decisions. With features like quick polls and dynamic assessments, we streamline stimulus testing. Rapid quant, flash tests and AI further enhance our evaluation focus.

We find all these options useful for exploring findings with customers and stimulating further discussion. However, we caution against using them in isolation and recommend interrogating results. Their inclusion in testing should align with available investment. Predictive visual analytics should be the primary approach, with real-world eye tracking and facial coding considered, based on strategy needs.

When it comes to voice emotion analytics, assessing emotional reactions within the first 30 seconds of exposure can reveal unstated customer insights. For instance, in disease awareness or pre-launch campaigns aiming for hopeful and exciting emotions, voice emotion analysis indicates whether the desired emotions are conveyed. It can uncover discrepancies between stated and emotional responses and challenge campaign effectiveness by assessing engagement and intent expressed in customers’ voices.

We have a benchmark database of over 30,000 concept and message tests and can look by therapy area, by disease state and, in some cases, by market. This can help you understand, for example, whether ‘good’ in Germany is a 5/7 or a 6/7.  It can also help you assess your brand’s performance in the context of your market – are you a ‘me too’ market, a blockbuster market or an add-on market? So, in essence, it really depends on your market, context and target audience!

Key things we will be ensuring that we have nailed are:

1. KPI alignment:

Stakeholder involvement in defining KPIs, aligning with positioning and central behaviour change objectives. Early alignment among multiple stakeholders ensures clarity and reduces subjectivity risks.

2. Framework selection:

Choosing behaviour change models tailored to campaign objectives, drawing from various frameworks like Theory of Planned Behaviour or stage models such as Trans Theoretical Model or the Precaution-Process Adoption Model. Selection is driven by campaign needs and priorities to ensure relevance.

3.Iterative refinement:

Continuous testing and refinement based on feedback to optimise communication effectiveness over time.

4. Consideration of contextual factors:

Acknowledging cultural differences, language barriers and situational factors to contextualise findings and ensure relevance is critical.

Customer truth workshops seek to embed, prioritise and shape decisions to ensure the brand is developed with the customer voice at its heart.

• We work together to synthesise existing knowledge and insights into 8–10 customer truths
• These truths are then interrogated via behavioural frameworks and shared with key stakeholders
• Stakeholders independently review truths prior to workshop
• Within the workshop itself, each truth is fully stress tested, based on opportunity, influence and ROI
• Implications are prioritised for individual workstreams, with ideas and actions generated
• All nearly summarised with knowledge gaps, implications and agreed action plans

Global testing prioritises consistent messaging, globally – often with the US as the core driving market. Local testing prioritises adaptability to resonate with local audiences, sometimes deviating from global standards. Communications for local testing will need to ensure that the local affiliates are on board to ensure that the communications are as follows:

• Culturally relevant: that there are no red flags from a cultural perspective, that visuals are culturally appropriate and representative. Cultural localisation takes into account various cultural nuances, customs, preferences and sensitivities to effectively convey the intended message while avoiding misinterpretation or offence
• Compliant: full understanding of specific local regulations and pharmacovigilance
• Accurate: that translations of concepts and messages are true to the core brand messages
• Representative: that the target audience in their region is appropriately represented in samples and in KPIs
• Iterative: local testing emphasises direct feedback loops between affiliates and global for rapid iteration and prioritisation