BOI: Business Opportunity Index
CarbonSix’s clients have struggled with lack of discrimination in qualitative research on physician evaluation of product profiles: “Sure, I’d prescribe it... for about half my patients.”
We have developed the Business Opportunity Index for use in qualitative interviewing to assess, characterize and validate multiple commercial opportunities, such as: evaluating the range of commercial potential for various client or competitor project profiles, assessing the fit between potential product profiles, unmet needs, patient types, and likely usage scenarios, measuring and sizing likely usage scenarios, and, ultimately, prioritizing compounds for investment through computed index scores.
Our smart phones are with us everywhere and they are our most personal device. Digital ethnography is a revolutionary mobile research tool that provides unprecedented access into customers’ everyday lives, while being less intrusive than traditional ethnography.
Our partnership with the creator of a proprietary app allows us to capture real world insights of physicians, health care professionals, and patients before they are clouded with rationalization.
DoX: Directed Observation and Exchange
DoX allows us to gauge real-time reactions of physicians to expressed attitudes and needs of colleagues, patients, loved ones, or other stakeholders.
This technique readily illuminates sources of gaps or barriers—and how best to overcome them. We get at key learnings by evolving the physician beyond a dialogue about abstract, hypothetical scenarios to real-life conversations with colleagues and patient-described treatment experiences.
Too often, marketers use language that is anathema to how physicians actually speak to their colleagues about their patients, their conditions, and the pros and cons of various treatment options.
The objections handling method requires respondents to develop counterarguments to potential objections they may encounter from their colleagues who are less likely to use a product under various circumstances. We uncover not only which data and messages customers would use to support their case, but more importantly how they talk about the benefits.
Objections handling outcomes inform marketing messaging strategies and provide invaluable tools for sales force training.
Many pharmaceutical manufacturers are interested in exploring opportunities to develop a patient-centric treatment paradigm for pipeline assets that may be developed and marketed for different types of patients.
Patient Typing can be a critical tool for prioritizing the business opportunities for new products throughout the brand positioning and development process. Our approach has evolved over the years and has been embraced by organizations and ultimately incorporated into their brand launch strategies and subsequent research endeavors.
PillSCAPE and PackageSCAPE
Our proven PillSCAPE and PackageSCAPE methodologies uncover the semantics of pill and package design: revealing what matters most to patients, physicians, and pharmacists for optimizing dispensing and treatment adherence.
CarbonSix utilizes competitive landscape audit, ethnography, qualitative research, and Intellectual Property Research techniques to maximize the inherent distinctiveness of pills and packages and minimize the risk of potential source confusion with competitors.
Clients use these tools to optimally differentiate their medication delivery design strategy across the globe.
ReFocus: Virtual Interviewing and Online Focus Groups
ReFocus creates benefits for your business, researchers, and respondents, bringing value back to your budget.
Get higher quality, more efficient research with less time on the road. We’ve invested in testing in-person versus virtual modes for a variety of methods and interview formats across the US and EU, and provide expert guidance regarding when and where ReFocus is most appropriate.
TabTrial: Vis Aid Testing
As the world of sales aid materials evolves to tablet computers, it is important to test VisAid materials as closely to their native format as possible. CarbonSix has stayed on the cutting edge of tablet interviewing through systematic tests of Android and Apple platforms and development of applications for both. Interactive applications include: mark-ups, sorting, collaging/cork board, 3D virtual imaging, and online stimuli and interview formats.
Our research tools allow for mock detailing “voice over” scripts to simulate sales calls and enhance feedback. We have a tablet inventory for in-field use that has been tested in the US, Europe, Asia, and South America.
TeamWorks: Guided Deliberations
TeamWorks is a custom suite of group discussion tools centered on “Guided Deliberation” techniques, which we pioneered in partnership with the University of Chicago Law School to understand how groups use information to reach consensus.
CarbonSix has adapted these techniques for understanding how new products may influence the development of treatment guidelines and how treatment and formulary decisions are made about new pharmaceuticals.
The Manhattan Method: Forecast Modeling
One of our clients’ major goals is to reduce uncertainty around the main variables in an epidemiological forecast model (i.e. prevalence, diagnosis rates, % of patients clinically appropriate, current drug treatment paradigms, and compliance rates). Key elements of this model include asking about ranges rather than point estimates and learning about what other possible or likely outcomes exist as upsides and downsides.
The Manhattan Method enables decision-makers to use sophisticated quantitative tools to quantify uncertainty, conduct forecast scenarios, and understand how different variables impact these snapshots of possible future markets.
WithinSight: Uncovering Emotional Insights
With multiple Ph.D. social psychologists on staff, CarbonSix has explored and refined a wide variety of projective tools for uncovering emotional insights, including verbal and non-verbal association, selection, arrangement, and expression techniques.
We have years of experience conducting this work with all types of respondents all over the world and are industry experts on what to use and when. We never stop exploring new techniques, constantly evolving our research armamentarium to move beyond traditional question and answer formats.