QUANTITATIVE CASE STUDY:
Predicting and influencing new product adoption in an ATU study
OBJECTIVE
Awareness, trial, and usage (ATU) studies track how physicians become aware of a product, when they try it for the first time, and whether their usage continues.
Our pharmaceutical client wanted to create a more forward-looking ATU tracker which would also help them to better predict, as well as influence physician behaviour towards their new treatment for chronic kidney disease.
SOLUTION
A set of behavioural model-informed questions were designed for inclusion in a quantitative survey with relevant physicians in five markets.
In the reporting stage, key factors influencing likely uptake were summarised through model-derived KPIs, with the model also used to help explain relationships between KPIs.
Finally, model-suggested behaviour change strategies were proposed to help best influence future uptake.
KEY PSYCHOLOGICAL CONSIDERATIONS
In design and analysis, the University College London-developed COM-B model was used to help predict and explain likely uptake, specifically through understanding key Capability, Opportunity, and Motivation related behavioural drivers and barriers.
The associated Behaviour Change Wheel, which contains 93 proven “behaviour change techniques”, was used to inform suggested strategies to influence product adoption.
“Chris’ knowledge of behavioural science was evident through all elements of his work and enabled us to uncover a deeper level of insight than we would ordinarily be able to.”
- Associate Director, Healthcare Research Agency