When new products approach the market the level of demand for them is often exaggerated. However, in the real-world we know healthcare professionals may be less comfortable switching from a familiar product, even when clinical trial data suggests a newer product is superior. So what are we missing?
Duncan Munro, joint head of quantitative practice ‘IQ’, in association with PMGroup, presented a webinar where he explored whether ‘regret minimisation’ – an alternative quantitative approach that focuses on minimising potential losses – has the potential to offer us new ways to understand customer behaviour.
View a recording of the webinar here via PMLive.com
More than 15 years’ experience in healthcare market research, with a speciality in quantitative study over the last 10 years. Has extensively focused on rheumatology, dermatology, oncology, diabetes, aesthetics and medical device research. A keen interest in actionable segmentation, realistic demand assessment and multiple stakeholder pricing research.