To understand the market opportunity for a novel IUD in France
The Client
A global medical technology company manufactures and sells a broad range of medical equipment
The Challenge
The novel frameless IUD has been designed to minimize certain drawbacks/side-effects of the existing birth control options. The client wants to access the market opportunity for this technology by looking into the latent demand for this solution and its appeal among both Gynecologist and prospective consumer groups and understand if they should enter this market.
Combination of Qualitative Research (Phase 1- In-dept interview KOL/Founders of the technology )
Quantitative Research(Phase 2- Online survey) with Gynecologists / Gynecologic Surgeons and Consumers(both intenders and users of birth control options such as birth control pill, Copper/Hormonal IUD and female sterilization) in France.
We conducted in-depth secondary research and primary research with customers and consumers.
The research insights helped us identify the key considerations, challenges and satisfaction with the existing birth control options in France from both Gynecologist and consumer perspectives.
We then analyzed the appeal of the novel technology concept from multiple angles and built on it by identifying the barriers and drivers of its adoption. Furthermore, the Van Westendorp and Gabor Granger pricing exercise enabled us to identify the price-points that the market would be willing to pay.
Based the appeal of the solution, acceptable price ranges, and pool size of the prospective consumers, we triangulated its market opportunity size in France.
The insights and recommendations from the research helped the client with their GO/NO GO decision in this market.
