On an equal footing with demigods
Objective
to identify market openings for a new surgical product for doctors.
Why
A medical hardware supplier commissioned september to survey doctors with the aim of identifying any drivers and barriers within the target group prior to launching the product.
How
september carried out separate focus groups with patients and doctors. The research with the doctors called for particularly rigorous technical preparation on the part of the moderators, ranging from introductory workshops to sitting in on surgical procedures.
What
september recommended that the product be launched. The research findings helped our client develop a discussion guide and compile information to support the doctors when consulting discerning patients.