The secret to measuring the importance and appeal of your product’s attributes with regard to prescription
Trade-Off: a highly valuable and tried & tested quantitative technique
In real life, when choosing between several products, clients seek for the best compromise. They choose a product which according to them best meets their needs. They thus place emphasis on certain criteria referred to as attributes which they believe to be more important compared to others which are less important for them.
The Trade-Off model enables to measure purchase behaviour but also to explain decisions. In depth awareness of decision processes will enable to influence clients’ purchase decisions.
In Healthcare Market Research, we place emphasis on this Trade-Off method in quantitative studies with prescribers and non-prescribers of your product. Your product is broken down into characteristics or variables, and each one of which can take on various modalities. Analysis will determine:
- The relative importance of the various variables in the prescription process,
- The appeal and usefulness of each of the variable’s modalities.