| What We Do
We solve strategic problems…
Examples of questions that clients ask us
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How can we develop the migration plan from an on-premise platform to a cloud-based solution whilst ensuring the needs of distinct customer segments are being fulfilled?
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How can we reverse the plateauing sales of a women’s health product?
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How do we accelerate the adoption of an environmentally friendly climate control product to grow the category 2-3X?
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How do we design clinical trials for success for an oncology product?
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What interventions are required to address the gender imbalance in A-Level physics enrolment?
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What is the “sweet spot” for an IBD drug in development in terms of physician segments, patient groups, and unmet need?
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How do we ensure a medical device works well for nurses by testing its usability?
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What should be the communication strategy and material to change behaviour in the management of an OIC drug?
…By leveraging knowledge from our service lines
Strategic segmentation Whilst helping commercialise products, we invariably conduct segmentation of customers to determine the priority target segments. The approach involves setting and prioritising the business objectives, developing the appropriate segmentation frame and testing it with relevant stakeholders, choosing the right qualitative and quantitative techniques, iteratively developing segmentation, bringing it to life and finally testing it for implementability.
Behaviour change Patients struggling to adhere to their medication regime, people in a remote village in India adopting a smart phone, consumers switching from one technology eco-system to another – all these require individuals to change their behaviour. This is difficult, especially without sufficient insight into the change journey. Our approach for behaviour change is based on a synthesis of knowledge from many disciplines including health psychology, behavioural economics, and sociology. We have tested our approach in multiple settings.
Innovation We do end-to-end insights work on innovation, whether it is identifying disruptive or sustaining innovation opportunities, identifying latent and unmet needs, facilitating ideation, testing prototypes and concepts, and creating the go-to-market plan for rapid adoption.
Brand and campaign development Our approach to branding and campaign development integrates classic marketing approaches with new emerging learnings from behavioural economics and cognitive neuroscience. Our starting point is the client’s strategy, the brand positioning, and behaviour change objectives, then we go through an iterative process working closely with an advertising agency. We first clarify needs, then test and refine initial concepts and messages, followed by story flows and creative executions before finalising the campaign.
Patient experience Understanding patient experience allows our clients to serve them well and provide better healthcare. Therefore, we created a dedicated service line to understand the patient experience in-depth – their relationship with the condition, the physical and emotional experience, the impact on their quality of life, the interactions with healthcare providers, and needs with respect to management. We have a rich set of qualitative and quantitative tools especially designed to deeply understand patient experience.
…and using a wide range of methods and tools
Problem solving and insight development: Examples include logic trees, exercises for observation, essence finding, creating empathy, and pattern recognition, brainstorming
Qualitative and design tools: Examples include groups & interviews, ethnography, mock consultations, co-creation, social listening, journey mapping, critical incident analysis
Quantitative and machine learning: Examples include the conjoint family, multivariate statistical analysis, random forest, support vector machines
Embedding tools: Examples include role plays, reverse role plays, immersion workshops