Case studies

Research thatshapes strategy.

Illustrative studies from our Private Equity and Healthcare & Life Sciences practices.

Illustrative scenario

Samplen = 200

Illustrative report

Fitness Studio Management Software

Would studio owners leave the software they run today, and what would one platform need to win them?

Study architecture

Map the painSatisfaction, pain points and the cost of running separate tools

Gauge the switchSwitching effort, renewal timing and replacement intent

Rank the featuresA seven-feature MaxDiff on what would win a move

Scope

Owners who dislike their software may still stay put if moving looks harder than staying.

Sample

200

Owners and managers of yoga, pilates, cycling and strength studios.

Research by

Study typeMarket assessment

ScenarioIllustrative

Private Equity

Vertical SaaS · Market assessment

Fitness Studio Management Software

200 owners and managers of boutique fitness studios.

Would studio owners leave the software they run today?

Read the case study

Illustrative scenario

Samplen = 200

Illustrative report

Hospital Infusion Pump Choice

Would two-way EHR integration win enough share with pump committees to be worth a later ship date?

Study architecture

Weigh the featuresImportance of five pump attributes, five-year cost among them

Find the segmentsTwo preference segments, sorted by what each gives up

Simulate the shareThe new pump against two rivals, one-way link and two-way

Scope

If biomedical leaders, who carry fleet cost, trade the link for a lower bid, a later ship date could cost the pump more than it wins.

Sample

200

Nursing and biomedical engineering leaders on hospital pump selection committees.

Research by

Study typeChoice-based conjoint

ScenarioIllustrative

Healthcare & Life Sciences

Medtech · Choice-based conjoint

Hospital Infusion Pump Choice

200 nursing and biomedical leaders who choose hospital pumps.

Should the next pump wait for the EHR link?

Read the case study

Illustrative scenario

Samplen = 200

Illustrative report

Tax Compliance Software VoC

Have the new AI features earned this platform room for a bigger price rise?

Study architecture

Map the AI useWho knows the new AI features exist, and who uses them

Climb the ladderRenew, push back or open a review at 2%, 4%, 6% and 8%

Score against peersPrice fairness and an eight-criterion scorecard against Peers A to C

Scope

Customers who use the new AI features may take a price rise that sends the rest of the base to a vendor review.

Sample

200

Heads of tax at mid-size and large US companies who sign the tax software renewal.

Research by

Study typeRenewal pricing study

ScenarioIllustrative

Private Equity

Tech and cyber · Renewal pricing study

Tax Compliance Software VoC

200 heads of tax who sign their software renewal.

Have the new AI features earned a bigger price rise?

Read the case study

Illustrative scenario

Samplen = 240

Illustrative report

Diagnostic Journey Mapping

Where should a new test for Condition Y go first: primary care, where patients start, or the specialists who confirm?

Study architecture

Map the stagesEach visit and referral, dated from appointment records

Find the delayTime at each stage and how often the first diagnosis changed

Trace the sourcesWhere patients and caregivers found information

Scope

The longest wait may sit well before a patient reaches the specialist who confirms the diagnosis.

Sample

240

Adults diagnosed with Condition Y in the past five years, and adults who care for one.

Research by

Study typePatient pathway study

ScenarioIllustrative

Healthcare & Life Sciences

Diagnostics · Patient pathway study

Diagnostic Journey Mapping

240 patients with Condition Y and adults who care for one.

Where should the new test meet patients first?

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Illustrative scenario

Samplen = 180

Illustrative report

AI Assistants in IT Service Desks

When AI assistants take over routine tickets, do budgets for service desk tools grow or shrink?

Study architecture

Map the workEight desk tasks placed on one-, three- and five-year horizons

Follow the budgetSeats, AI add-ons and total spend over three years

Compare the viewsWhat staff expect against what leaders plan

Scope

Fewer agents on the desk need not mean less spent on desk tools, if the money follows the work to AI.

Sample

180

Service desk staff and the IT leaders who own the desk’s tool budget.

Research by

Study typeCategory demand study

ScenarioIllustrative

Private Equity

Tech and cyber · Category demand study

AI Assistants in IT Service Desks

180 IT service desk staff and IT leaders who fund the desk.

If AI takes the first line, where does the desk budget go?

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Illustrative scenario

Samplen = 1,200

Illustrative report

Pharma Brand Identity Test

Which of two identities appeals more, looks like a company that makes medicines, and wins when people see both?

Study architecture

Rate the appealEach person sees one identity alone and rates it

Test the fitDoes it look like a company that makes medicines?

Force a choiceBoth identities side by side, then one pick

Scope

A pooled vote can favor one identity while physicians, a third of the sample, prefer the other.

Sample

1,200

Practicing physicians and adults who filled a prescription in the past year.

Research by

Study typeMonadic A/B test

ScenarioIllustrative

Healthcare & Life Sciences

Pharma · Monadic A/B test

Pharma Brand Identity Test

1,200 physicians and adult consumers in four countries.

Can one identity carry the company in four markets?

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Illustrative scenario

Samplen = 220

Illustrative report

Contract Lifecycle Management Platform VoC

Will customers keep renewing this contract lifecycle platform at a higher price, and when do the ones who leave go?

Study architecture

Rate the experienceNPS and a six-criterion scorecard against Peers A to C

Date the exitsWhen former customers left, why and what they pay now

Test the priceA five-step price ladder for current customers

Scope

Loyalty among today’s customers can hide churn among new ones, so the study asked former customers when they left as well as why.

Sample

220

Legal operations and contract managers who own or sign for the contract tool.

Research by

Study typeRetention study

ScenarioIllustrative

Private Equity

Vertical SaaS · Retention study

Contract Lifecycle Management Platform VoC

220 current, former and rival-platform contract managers.

Can the platform raise its price and keep its customers?

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Illustrative scenario

Samplen = 200

Illustrative report

AI Demand Across Life Science R&D

Where should new production capacity go if AI shrinks the lab work that uses the supplier’s consumables?

Study architecture

Classify demandShrink, hold or grow for eight categories in each R&D area

Follow the moneyWhere money freed by AI would go first

Time the shiftWhen each R&D area expects AI at scale

Scope

A category can shrink inside an area whose budget holds, so the study rated demand category by category.

Sample

200

Discovery, development and QA and QC leaders who sign off on consumables spend.

Research by

Study typeBudget outlook

ScenarioIllustrative

Healthcare & Life Sciences

Life science tools · Budget outlook

AI Demand Across Life Science R&D

200 R&D leaders who sign off on lab consumables spend.

Where should new capacity go if AI shrinks lab work?

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Illustrative scenario

Samplen = 250

Illustrative report

Home Improvement Showroom Concept Test

Would trade buyers and homeowners move enough fixture spend to a challenger showroom to fund its next locations?

Study architecture

Gauge the switchSwitching consideration and the share of fixture spend that would move

Rank the driversWhy each buyer chooses where to buy fixtures today

Map the serviceDelivery, stock, design help and returns, by buyer

Scope

A showroom that wins homeowners on design can still miss the contractors who buy most of the fixtures.

Sample

250

Remodelers, contractors and designers, plus homeowners planning a kitchen or bath.

Research by

Study typeSwitching study

ScenarioIllustrative

Private Equity

Consumer · Switching study

Home Improvement Showroom Concept Test

250 trade buyers and homeowners fitting out kitchens and baths.

Would buyers move fixture spend to a new showroom?

Read the case study

Illustrative scenario

Samplen = 300

Illustrative report

Patient Treatment Preference Conjoint

Should the biotech fund a monthly dose of its treatment next, or move its clinic checks home?

Study architecture

Measure the trade-offsTen choice tasks on efficacy, dosing, route and monitoring

Size the switchWho would switch to, or start on, each new profile

Map daily lifeWhat Condition X and its clinic checks cost in a month

Scope

A conjoint makes patients trade one feature against another, so it shows what each change is worth to them.

Sample

300

Adults with a clinician’s diagnosis of Condition X, treated and untreated.

Research by

Study typeTrade-off study

ScenarioIllustrative

Healthcare & Life Sciences

Pharma · Trade-off study

Patient Treatment Preference Conjoint

300 adults living with Condition X, treated and untreated.

A monthly dose, or clinic checks moved home?

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Illustrative scenario

Samplen = 240

Illustrative report

Dental Lab Contract Manufacturing Outlook

Over the next ten years, will the shift to 3D printing grow or shrink the work labs send out?

Study architecture

Map the shiftFive products, milled or printed, at three, five and ten years

Split in and outWhat labs bring in-house and what they keep sending out

Price the workHow much of a price rise labs absorb on outsourced work

Scope

A lab that buys a printer can bring some work home and still need more help with the rest.

Sample

240

Owners and production heads of dental labs and contract manufacturers.

Research by

Study typeAdoption forecast

ScenarioIllustrative

Private Equity

Healthcare products · Adoption forecast

Dental Lab Contract Manufacturing Outlook

240 dental lab owners and contract manufacturers.

As labs move from milling to printing, does the work they send out grow?

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Illustrative scenario

Samplen = 150

Illustrative report

Combination Regimen Choice

Which partner do specialists prefer for a new Condition Z agent, and which setting would prescribe first?

Study architecture

Rank the partnersPartners A to D for three adult patient profiles, indexed

Time the uptakeWhen each practice setting would start prescribing

Find the reasonsCoverage, experience, outcome data and dosing fit

Scope

The partner academic experts prefer may differ from the one community specialists can get covered for their patients.

Sample

150

Specialists who build combination regimens for adults with Condition Z.

Research by

Study typePrescriber study

ScenarioIllustrative

Healthcare & Life Sciences

Pharma · Prescriber study

Combination Regimen Choice

150 specialists who treat adults with Condition Z.

Which partner drug goes into the pivotal trial?

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