Case studies

Research thatshapes strategy.

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

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 = 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?

Read the case study

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 = 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 = 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 = 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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Illustrative scenario

Samplen = 160

Illustrative report

Urgent Care Point-of-Care Panel Market Entry

What do urgent care centers send out today, which panel benefits matter, and which centers would adopt first?

Study architecture

Map the ordersWhat centers test in-house and what goes to an outside lab

Rate the benefitsSix panel benefits, from fewer callbacks to lower send-out costs

Gauge adoptionLikelihood of adopting, by role and by callback load

Scope

Interest in faster results is broad. Centers whose staff call back one tested patient in ten or more are the most likely to adopt.

Sample

160

Directors and lab or operations managers at urgent care centers that send tests out.

Research by

Study typeAdoption study

ScenarioIllustrative

Healthcare & Life Sciences

Diagnostics · Adoption study

Urgent Care Point-of-Care Panel Market Entry

160 medical directors and managers at urgent care centers.

Is urgent care worth entering with one in-clinic panel?

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Illustrative scenario

Samplen = 150

Illustrative report

Lab Capital Instrument Buyer Journey

When does a lab settle on its next capital instrument, and is the sales team in the room when it does?

Study architecture

Find the triggerNine purchase catalysts, indexed to the strongest

Map the stagesFrom first need to signed order, and when the shortlist forms

Name the signersWho starts, shapes and signs a capital purchase

Scope

A sales team that waits for the request for quotes may arrive after the lab has already made up its mind.

Sample

150

Lab directors and managers in research, testing and production labs.

Research by

Study typeDecision timing study

ScenarioIllustrative

Healthcare & Life Sciences

Life science tools · Decision timing study

Lab Capital Instrument Buyer Journey

150 lab directors and managers who buy capital instruments.

When does a lab settle on its next capital instrument?

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Illustrative scenario

Samplen = 250

Illustrative report

In-Home Nursing Visit Subscription Concept and Pricing Test

Will families pay enough each month to cover a nurse’s time, and would they choose a second visit or a care coordinator?

Study architecture

Map the workWho arranges care, how long it takes and who pays today

Price the planVan Westendorp and a six-price Gabor-Granger

Choose the planA second nurse visit or a care coordinator, at one price

Scope

The adult who arranges care often shares the bill with siblings, so the price a family accepts depends on who pays.

Sample

250

Adults arranging care for a parent aged 70 or older who lives at home.

Research by

Study typeWillingness to pay

ScenarioIllustrative

Healthcare & Life Sciences

Care services · Willingness to pay

In-Home Nursing Visit Subscription Concept and Pricing Test

250 adults who arrange care for an older parent at home.

Will families pay enough to cover a nurse’s time?

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Illustrative scenario

Samplen = 300

Illustrative report

Lab Equipment Brand Health

Can the sub-brand keep a name of its own, or should it fold into the master brand?

Study architecture

Map familiarityAwareness and familiarity for five names, split by age

Gauge preferenceThe preferred brand for the next purchase, and why

Track the shiftHow each view changed over the past two years

Scope

A brand can trail in the total and still lead with the scientists who are starting to choose equipment.

Sample

300

Scientists who choose or specify benchtop equipment in academic, biotech and pharma labs.

Research by

Study typeSub-brand study

ScenarioIllustrative

Healthcare & Life Sciences

Life science tools · Sub-brand study

Lab Equipment Brand Health

300 lab scientists who choose benchtop equipment.

Should the sub-brand keep its name, or fold into the master brand?

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Illustrative scenario

Samplen = 180

Illustrative report

Sequencing Services Vendor Choice

Would a lower price pull labs from the vendors they use today, or does something else keep their work where it is?

Study architecture

Map the funnelAwareness, consideration, trial and preference for Vendors A to D

Find the triggersWhat makes a lab move its main sequencing work

Price the switchA price ladder on the cut it would take to switch

Scope

Price is the loudest complaint about a sequencing vendor. The study tested it against service to find which one moves the work.

Sample

180

Core facility directors and lab heads who choose an outside sequencing vendor.

Research by

Study typeBrand funnel

ScenarioIllustrative

Healthcare & Life Sciences

Life science tools · Brand funnel

Sequencing Services Vendor Choice

180 core facility and lab leaders who buy sequencing.

Will a lower price pull labs from their vendor?

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Illustrative scenario

Samplen = 150

Illustrative report

AI Scheduling in Outpatient Clinics

Should the company sell AI scheduling to hospital-owned clinics first, or to independents?

Study architecture

Map the workflowHow visits get confirmed, canceled and rebooked today

Gauge readinessWillingness to let AI book and rebook visits

Trace the signatureBarriers, approvals and who signs the contract

Scope

A manager who wants the tool may still have no power to buy it.

Sample

150

Managers of outpatient clinics across specialties, hospital-owned and independent.

Research by

Study typeAdoption study

ScenarioIllustrative

Healthcare & Life Sciences

Digital health · Adoption study

AI Scheduling in Outpatient Clinics

150 managers who run outpatient clinic schedules.

Which clinics should AI scheduling reach first?

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