Portfolio optimization

Our client said...

"For this highly strategic project, Purdie Pascoe suggested a creative and robust methodology. The survey was conducted very efficiently. The Purdie Pascoe senior project leaders were personally very much involved in the fieldwork and execution of the project, and they were available at all times to answer our questions. Their understanding of our industry was impressive."

Director, International Marketing Strategy & Analysis

The product area

Implantable cardiovascular devices

The challenge

  • Help our client understand the relative importance of a range of new product improvements

  • Identify which ones should be part of value, core and premium products

  • Set price points for these products in order to maximize revenues across the portfolio

The approach

  • Qualitative interviews across EU top 5 in order to understand which products are currently seen as ‘value’ vs ‘premium’ and why, and for initial assessment of product improvements

  • Quantitative survey including customized conjoint exercise research

Purdie Pascoe value added

  • Strong therapy knowledge

  • Qualitative and Quantitative capabilities

  • Innovative approach to conjoint design

  • Presentation to senior level clients with strong preconceptions and some resistance to market research