Benchmarks and Bellwethers: How Market Research Can Provide the Prescription for Launch Success - white paper

Encuity Research white paper

Manufacturers rely on market research in the form of customized awareness, trial, and usage (ATU) studies. ATU studies track physician and healthcare providers' brand awareness, patient types and product usage, pricing and access experience, attribute ratings and rankings, and intended future prescribing. As they are traditionally used, these studies simply track and report on key variables and produce nothing more than descriptive data. This descriptive data provides a good picture of "what" is happening in the market. But it does not necessarily answer the more critical questions, "So what?" and "Now what?" Learn more in this white paper.

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