Case Studies
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Over-the-Counter Drug Manufacturers
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Burke identifies optimum product configuation for over-the-counter drug manufacturer prospects
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Business Situation:
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Prior to conversion of our client's Rx medication to over-the-counter (OTC) status, consumer feedback was obtained to provide directional guidance in optimization of physical product specifications for prospective OTC formulations to use in clinical trials and ultimately, marketplace introduction. Burke was chosen as the research partner because our proprietary COSMOS protocol was able to take a set of variables that would lead to over 1,800 potential product combinations, and identify the "winner."
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Research Objectives:
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- Determine the optimal product configuration that maximizes purchase interest
- Specific variables measured included dosage (e.g. one versus two tabs), dosage frequency and duration, color, package type (e.g. bottle versus blister pack), onset of action and form
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Method:
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A mall intercept screening was conducted among a sample analgesic users, who completed a self-administered online survey at the mall.
Burke utilized our COSMOS hybrid conjoint protocol, which obtains desirability and importance ratings for attributes and levels, then modest respondent-level utilities in order to determine the optimal product configuration.
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Outcome:
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The optimal product configuration was identified and a simulator developed that could predict purchase interest for any product configuration among any segment of consumers. The product attributes with the highest utility were developed and tested in clinical trials.
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