DPS®/Conjoint provides a superior option for marketing researchers seeking to support forecasting and clinical trial design for products in development. Limitations in existing methods have left these researchers with a dilemma. DPS®/Conjoint solves this dilemma by linking simulated patient treatment with full-profile conjoint to address product variability.
Choice methods such as conjoint are useful in determining the set of attributes that give your brand the greatest chance of commercial success. However, conjoint simulators cannot integrate other specific factors (eg, product order of entry, brand image of existing products, patient or physician attributes) that often play as large a role (or even larger) in driving treatment decisions. Unless your entire market is driven by product attributes, choice modeling will produce a skewed view of market acceptance.
On the other hand, our core DPS® methodology addresses the entire range of value drivers, but assumes a fixed set of product attributes. In a situation where product attributes are not yet fixed, a simple simulation is unlikely to accurately predict how different clinical trial outcomes will translate into brand share.
To bridge this gap, RG+A combines a traditional full-profile conjoint with our DPS® methodology in a single survey instrument. This integrated conjoint/DPS® approach offers a more accurate, more sensitive simulator that reflects all the elements that influence prescribing and all of the marketing insights available from both methodologies.