Timed Assessment Market Research: An Overview of this Insightful Methodology

This is the first of two eTips! on Timed Assessment market research. This issue provides a brief overview on the market research model. The November eTip! will cover design, analytic, and vendor considerations.

Timed Assessment market research is a study that measures certain market dynamics at predetermined time intervals. Periodic research is critical to healthcare product manufacturers, particularly because of the constant flux of the marketplace. Whether it's competition, regulatory agencies, managed care practices, the political and media landscape--or any combination of these variables, maximizing market share relies on having a pulse on this environment.

There are many reasons to do periodic studies. One is to assess progress related to marketing objectives. Is the current promotional campaign having an effect on awareness, attitudes, perceptions, and prescribing behavior? Is the message retained; is it effective? Awareness, Trial, and Usage (ATU) and Message Uptake (or Tracking), respectively, are commonly used methods that study these particular goals.

Timed Assessments also help decision-makers stay abreast of market conditions and the emergence of new trends. They can gauge a product's position relative to the competition. In the absence of secondary research data, they can close these information gaps.

For example, assessments can be used to determine market share or shifts in treatment algorithms not yet measurable by prescribing behavior. The studies can assess the frequency of combination and complementary therapies and can verify prescription usage by diagnosis. Patient Chart Audit Studies are an example of an assessment study in this case.

In addition to functioning in their own right, Timed Assessments support and complement other market research. Assessment findings can validate previous study conclusions; they can identify previously unexplored areas that are now relevant; and they can sharpen forecasts and can identify growth opportunities. Two other areas include:

• Segmentation studies: Timed Assessments measure the market, attitudes, and behavior--using the predefined segments. Not only does this information validate (or modify) segments, but it can also identify shifts in beliefs and behaviors.
• Message and sales force assessment dyad: This design pairs feedback from the healthcare provider (HCP) and the sales force to develop an in-depth understanding of product perceptions and message effectiveness. It gauges HCP message retention and self-reported prescrib