Powerful marketing strategies must be built upon a solid understanding of the dynamics at work in the marketplace. Nowhere is this more true than the individual local markets that represent the global potential of your product. The goal of STRUCTUREZ is to build this foundation by revealing the structure of the market and the dynamics that influence it. STRUCTUREZ also provides strategic analysis to identify and support initial positioning.
With STRUCTUREZ, brand teams have a map which they can use to determine their product’s most profitable place in the market.
All brands should have STRUCTUREZ at the start of their journey. It is the foundation upon which to build brand strategy. STRUCTUREZ can be used whenever the market changes, you enter into a new local market, or the brand’s goals have changed.
STRUCTUREZ can be used to identify potential market opportunities and the most appropriate target patient types for your brand. It can identify how your product’s image compares to that of your competitors and can summarize your competitive position in relation to the attributes that drive the market. All of this is embedded in a deep and fundamental understanding of the local healthcare system.
Identify Key Differentiating Benefits. Use STRUCTUREZ to ascertain what attributes are both important and unique to your brand and how these attributes can drive loyalty.
Build a Frame of Reference. Use STRUCTUREZ to determine how customers think about your brand in relation to its competition and its place in the local healthcare market, and then reveal the extent to which your brand has potential or is vulnerable in the market.
Stage 1 is qualitative research which identifies attitudes and attributes that drive prescribing/purchasing of your product. The insight gained here is used to help design the quantitative phase. A variety of projective qualitative techniques are employed in stage 1 to go after the subconscious. These are typically applied in full-sized focus groups, mini-groups and/or one-on-one interviews.
Stage 2 measures market behavior through quantitative market structure research to provide an understanding of brand usage and imagery (awareness, trial and usage). Stage 2 analyzes your brand’s competitive performance and simulates the implications of alternative market positioning.
Stage 3 refines your understanding of the market, bringing the research together and communicating the results in a compelling fashion.
Ziment uses a series of univariate and multivariate analyses to make STRUCTUREZ studies come to life. This includes techniques like:
Competitive Performance Diagnostics. Shows your brand’s imagery in light of key competition.
Potential/Vulnerability Analysis. Reveals your brand’s forward-looking potential, vis-à-vis the competition.
Derived vs. Stated Importance Mapping. Uncovers underlying market drivers and juxtapose them with customers’ stated needs.
Substitutability Analysis. Shows which products are most likely to be substituted for each other in a given market.
Our PREDICTZ Simulator. Demonstrates how the market can potentially be re-shaped if you or others were to change marketplace expectations and/or brand imagery.
We have conducted over 1,000 market structure studies, so at Ziment you are working with the experts in marketplace analysis. We know what you need to know, we have honed the right tools for the job, and we have the storytelling experience to bring the restults of your research to life. Across myriad studies with each decision-making audience, in most major markets, spanning almost every therapeutic category, Ziment has the storytelling experience to help best action the results of your research.