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Worldwide Roll-out for Ziment's Choice Model
Ziment has announced the worldwide launch of 'Benchmark Discrete Choice', its system for determining the market potential of pharmaceuticals compounds in early- and late-stage development.
The company says that whereas traditional market research tools 'can only reliably measure eight to ten attributes quantitatively', the new tool allows up to 50 potential attributes, and also measures preference share to determine what drives physicians' prescribing decisions. The firm adds that traditional methods 'require design compromises' as they are limited by 'cognitive overload' - the fact that a doctor can only absorb a limited number of choices a limited number of times.
According to John Tapper, PhD, COO of Ziment Custom, pharma companies have 'a substantial need for better, earlier, more flexible insight into the market potential of compounds in development.' 'Now' says Tapper, 'brand teams have access to a dynamic model that quantitatively measures a large number of potential product attributes, determining market information at the earliest stage with great flexibility.' Adds Chief Methodologist Venk Ramakrishnan: 'Benchmark Discrete Choice is the first technique that makes it possible to combine both accuracy and flexibility into a single model.'
Ziment Custom is the strategic primary marketing research division of Ziment Group www.ziment.com , itself the global healthcare research brand for The Kantar Group, the Information and Consultancy Division of WPP, plc. In addition to Ziment Custom, Ziment Group includes AllGlobal/WebSurveyResearch; imap Research; and Consumer Health Sciences (CHS), which conducts the National Health and Wellness Survey.
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