B2B Healthcare Research

A category leader in footcare, offering a broad range of products and formats including insoles, treatments, and devices.

It’s widely understood that podiatrist professional recommendations can be a large factor in the brand purchasing decision. Our client wanted to understand current podiatric recommendation behaviour and attitudes towards their brand and other key competitors and evaluate a large number of potential propositions for podiatrists with the goal of driving increased podiatric recommendation of their brand. The highest performing propositions would then be further refined at a qualitative phase, before potential implementation.

A bespoke quantitative survey was designed, which included some open-ended questions that were coded using an AI text processing tool. This “semi-qualitative” methodology allows for deeper interrogation of the data and deeper diagnostic insights while still providing clear quantitative direction with a robust sample. A MaxDiff methodology was chosen to evaluate the propositions, as given the large number of propositions included, it was appropriate for respondents to only evaluate a random sub-set of the total propositions to ensure high quality data.

The results identified key issues with the brand's current perception amongst podiatrists, shown in the quantitative results and brought to life by the coded open responses. Despite some propositions being well received, we recommended tackling the brand perception issue first before considering progressing any propositions to the next phase. This research has had long lasting impact within our client’s organization, the findings being used as the basis for a new HCP strategy.