Developing a position for an abdominal aortic device we conducted interviews with surgeons across Europe and the US to understand perception of device features, benefits, and define the unique value of the device against the competitive landscape. We then filtered all the information into an attribute map and value hierarchy to enable the creative development of effective messaging by the contracted ad agency.
Positioning a new product in a crowded market is always an exciting challenge. A recent project was to find the brand position for a new endovascular medical device for the descending aorta that not only cut through to the unique value for the surgeon, but also created common space with other devices to create a coherent product and portfolio position. To develop the brand position RA Partners conducted a series of interviews, workshops and discussion groups internationally with cardio-vascular surgeons and interventional radiologists.
We designed and built an ethnographic smartphone app with a publishing company in London so users could report live on experiences that caught their imagination as they happened. Sending video, pictures, text and polls, the app sends data live over wifi or network provider. With full data aggregation and backend analysis features the app captures ‘in the moment’ and leads to a rich first round of data for idea generation. An amazing array of information can be collected, but in our opinion can that second round of research is vital.
A recent desk research project and academic interviews to evaluate the global market size for therapeutics and vaccines targeting HRV highlighted a lack of start ups working in the field. Using a combination of published sources and interviews we created a database of clinical leads and interviewed many scientists working in the field.
Interestingly, while scientists have known about Human Rhinoviruses Type A and B for a many years, 30% of colds are caused by Type C. Human Rhinovirus Type C was only discovered in the past few years, as gene sequencing technology has improved. Researchers have come up with drugs that work against HRV-A and HRV-B by attaching to the surface structures, but the HRV-C surface is different and the drugs don’t bind. The current challenge is to grow HRV-C in labs so study is possible. Until then the common cold will sadly remain.
Candid interview with a family discussing their experiences of caring for their young daughter who has RTT. Part of a wider ethnographic study to examine the role of carers and the challenges they face accessing services.
Series of ethnographic interviews with people of all ages examining what retirement means to them and understanding of the changes to pension regulations in England and Wales.