Multimarket Attitudinal Segmentation for an OTC Product

A pharmaceutical company, specialising in gastroenterology, with ambitions to increase market pentration of their products to become the leader of IBS management.

To better understand the patient’s mindset, experience and understanding of their IBS condition, in order to know which consumer to find which consumer to target and create a tailored brand positioning.

​For this research we collaborated with trusted partners. An agency specialised in data science, analytics and statistics to create the segmentation model; and a brand consultancy to build a brand positioning based on the study findings. An attitudinal segmentation was performed to a mixed sample of women and men, 18+, all to experience some or all IBS symptoms and treating it. Despite a small incidence rate and some hard to reach countries, we collected responses from over 3000 respondents. They were evaluated on different topics such as their own patient’s journey, treatment, lifestyle, etc. At the beginning of each section, attitudinal statements related to the next topic they would see were ask. The segmentation solution was based on 17 attitudinal statements and other key metrics on the IBS key symptoms.

6 segments were found to be the most representative of this audience across all markets surveyed, which allowed for new opportunities to be uncovered. A typing tool was also provided to the client and used in the follow-ups studies we conducted for this client – Concept test; names and claims test. With two interactive and bespoke dashboards built to lasts, the segmentation is being used regularly by both the Rx and Consumer teams.