Quantitative

Quantitative Methodologies

By enlisting The MarkeTech Group (TMTG), you will be partnering with leaders in pricing research for medical technologies. Our exclusive healthcare partnership with Strategic Marketing Decisions (SMD) provides you with the best-of-breed approach to pricing analysis. You will access decision models and pricing analytical techniques ranging from economic value analysis, price elasticity analysis, and demand/market model analysis for profit projections as a function of customer demand and price. You will benefit from our combined expertise in healthcare markets and pricing research.

Quantitative Methods for Pricing

When you partner with us, you gain a competitive edge in the medical technology market. We not only offer expertise in pricing research but also provide comprehensive market analysis, helping you identify untapped niches and refine your product positioning.

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Van Westendorp Price Sensitivity Meter (VW)

The Price Sensitivity Meter was introduced by Van Westendorp in 1976. The technique determines an acceptable price range for a new product or a new service by asking your customers at what prices they consider the product to be too cheap or “too good to be true”, bargain, expensive and too expensive.

At The MarkeTech Group, we use the Van Westendorp approach at early stage of product development to understand how much your customers are actually ready to spend for your new product: this is your customers’ price corridor.

To inform on willingness to purchase, we add 2 questions on purchase likelihood at the bargain and the expensive prices. It is then possible to estimate the relative demand and the revenues for the product at a specific price point. This is the Newton/Miller/Smith extension of the Van Westendorp technique.
Cascading Price Analysis

The cascading pricing technique is a solid, simple, and cost-effective approach for testing multiple price points with the same group of respondents. It is also known as the Laddering Price Analysis or the Gabor Granger technique

The cascading pricing technique starts like the monadic approach by asking the willingness to pay a specific price for a product. Depending on respondent’s answer, the same question is asked with a lower or higher price. We could theoretically repeat this pattern several times but respondents may adopt a negotiation behavior – which is the weakness of the technique.

At The MarkeTech Group, we limit the cascading approach to 3 price points and we always start by asking purchase intent at the higher price. And then we cascade to lower prices.
Price to Value Analysis

Price value maps depict the relationship between perceived value (satisfaction ratings) and the market price for each product considered.
Preference Modeling - Choice-Based Conjoint (CBC)

Conjoint is a powerful method which helps your team design and test appeal of new products, understand your customers’ willingness to pay, optimize your portfolio of products, and of course make pricing decisions.

Conjoint technique (CBC, ACBC) requires careful design to create realistic and engaging choice task scenarios for your customers. This is where you will get most of our added-value: at The MarkeTech Group, we have the expertise to guide you in creating a variety of products with complex medical engineering features and prices to be tested.

When analyzing the tradeoffs made by your customers in the choice situations using preference modeling, we can understand which features are more important to them. We can determine which combination of features has the highest preference and identify the price that maximizes preference of your customers and your profits.
Demand Modeling (Profit and Revenue Maximization)

Our partnership with SMD is providing you with advanced custom demand modeling that can be calibrated to your historical sales data and adjusted to exogenous market variables that influence true market share (e.g., sales force efficiency).

Such advanced Demand Modeling can help product managers and pricing officers make better pricing and product line decisions. Demand Modeling uses cutting edge market forecasting techniques that can reveal the future impact of different pricing policies on key performance metrics such as unit sales, market share, revenues and profitability by systematically using a combination of customer research, market data and managerial judgment.

Product Development Methodologies

Max Diff to estimate the "middle features

Max Diff eliminates scale bias and provides an approach to rank many items. This technique asks respondents to identify the best and worst performer (or the most and least important) among lists of items.
Adaptive or Non-Adaptive Conjoint Analysis for product roadmap

As for pricing, conjoint is powerful for new product development.
CBC (Choice-Based Conjoint) measures the trade-offs your customers make in choosing between products and service features. It allows to understand which features are a priority and those that are less important to your customers. The penalty attribute is often price but, at TMTG, we have used other penalty variables such as Time-to-Market (TTM), expected clinical trial results or others such as test sensitivity/specificity for example.

ACBC (Adaptive Choice-Based Conjoint) allows the inclusion of many attributes while retaining the advantages of traditional discrete choice conjoint design. While a longer exercise than traditional CBC, survey respondents are however more engaged since the ACBC software adapts to prior choices and make the choice sets more relevant. ACBC is therefore used to address various groups of respondents on the same topic (i.e., CIOs, Nurses and Clinicians) but ACBC requires larger sample sizes.

An example of a Max Diff assessment.

Customer Perception and Behavior

Customer Segmentation Mapping

Using Cluster analysis, CART/CHAID and other Chi-square analytical techniques, customer behavioral segmentation studies become attractive and reliable. These marketing research studies are often guided by an initial qualitative segmentation exercise; quantitative customer segmentation allows you to focus on customers who are most likely to be interested in your products/services, less price sensitivity and to craft custom tailored messaging to appeal to each targeted segment.

Perceptual mapping

Using Discriminant analysis, Perceptual Mapping reveals key differences between your offerings and your competing brands on product and marketing factors that are important to your customers. Perceptual Mapping will help you focus your energy on changing customers’ perception through better marketing. Unlike other techniques, perceptual maps weigh the interaction of measured characteristics and provide a single snapshot chart that busy executives can quickly review.

What Our Partners Say

Companies like you are the reason that we do what we do. We're here to serve you. Read this selection of client testimonials to see how we've been a part of VOC in the medical industry.

TMTG pricing models are really excellent and meet the needs of our team each and every time. When the technical and clinical elements of the product are complex, commissioning an advanced multivariate study that makes sense of that complexity is of high value to our teams. Also of importance, we get prompt and well thought responses from TMTG team members on every aspect of the marketing research.

Sue Siewert, GE Healthcare

Director of Global Business Analysis

I appreciated the TMTG’s team ability to understand the stakes of these Voice of Customers studies. TMTG has our business’ knowledge, especially in medical imaging, cardiology, neurology or surgery for example. This market and technical expertise in health is a real asset to collaborate effectively with our internal teams and build a climate of trust. Project implementation is professional mainly in relation to the quality of the respondent’s recruitment and the conduct of interviews and discussion groups.

Sophie Perceval, GE Healthcare EU

Customer Market Insights Business Partner Europe

The MarketTech Group is unique in their ability to simplify complex business questions and simplify them clearly and efficiently. The result is a quality project that makes the best us of both our time and our budget. We have trusted them with some of the most critical questions facing us relative to the value and opportunity of key products, and they always come through.

Linda Harrell, Becton Dickinson

Director, Global Insights and Market Research

At Siemens Healthineers, we highly value TMTG’s partnership as they provide a broad range of qualitative and quantitative services in Voice of Customer marketing research. We have used their research services for many years, and more recently with high level multi-country large scale studies. What I value the most is their ability to access C-suite Healthcare Executives we do not know yet and the opportunity they give us to directly interact with high-level respondents.

Alexander Zimmermann, Siemens Healthineers WW

Chief Marketing Officer

Ansell Healthcare has engaged The MarkeTech Group (TMTG) on a number of occasions for qualitative studies and concept research in various international markets. In every occasion the study has been conducted promptly and in a very professional manner. The outcomes have always been very insightful, providing valuable intelligence and guiding valuable strategic decisions.

Monica Sagardoy, Ansell

Senior Global Director, Surgical Brands and Acute Care

We highly value TMTG and have used their research services for years, especially for projects that require market insights and for complex projects that require deep knowledge of the industry. This benefitted us in that TMTG could be an extension of our company with their expertise as they interfaced with customers to conduct research and synthesize the analysis. As a result, we’ve been able to get to actionable insights & take action based on insightful analysis.

Shawn Miller, Philips

Director, Market Intelligence & Strategy

TMTG has accompanied us on a complex segmentation project of clinical diagnostic laboratories over 6 countries(Top 5 European countries and Turkey). We selected TMTG to carry out this project for several reasons: the recommended methodology, TMTG knowledge of the clinical diagnostic laboratory market and ability to lead projects at international level. The depth of collected data across market segments of our market allowed us to initiate our marketing programs with confidence.

Laurent Teste, Bio-Rad Laboratories

EMEA Segment Manager Clinical Diagnostics EMEA

The greatest strengths of the TMTG team were its ability to understand the highly complex healthcare market environment in the different countries and to turn a quantitative cluster analysis into robust strategic recommendations for each identified segments. TMTG also demonstrated high standards of quality and reacted quickly to find solutions when facing field execution challenges. I really appreciated this close interaction which helped establish trust in the consulting provided on consistency and robustness.

Marion Spitzer, Olympus Europa SE & CO.

KG Commercial Excellence - Medical Systems Market Intelligence

TMTG has the unique knowledge in the diagnostics imaging industry that most market research firms do not have. I am very satisfied with TMTG’s services. The recommendations that TMTG provided are actionable, evidence-based, and well thought. We have adopted TMTG’s recommendations that have saved our company a lot of money. The data collected through research has filled the knowledge gap where our company has struggled for a long time.

Jun Gao, Bracco

Senior Manager, Sales & Marketing Analytics

Our Latest Insights

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