Making a new product a market leader in one year through machine learning, psychology, and ethnography based differentiating insights. The product that we will be discussing in this paper, is a natural one for HPV. It can be prescribed throughout the patient journey for different types of diagnoses and has proven efficacy in both HPV clearance, as well as the treatment and prevention of HPV-induced lesions. The company acquired the new product for launch in Italy. The plan was to distribute it through the existing sales force for other women's health products. The company believed that the product had a high potential for sales and the goal of the insights project was to support the launch with a view to maximize the sales potential of the product. The insights aimed at informing the launch strategy and tactics.
In this paper, we will introduce a relatively new technology, the MouseTracker, a method that we have integrated in classic in-depth interviews. This has allowed us to get richer insight on three critical business decisions: - How do we segment customers? - How do we develop products based on the real and latent motivations and barriers for the adoption? - How do we identify the competitive set so that we can develop the appropriate positioning? Our aspiration for this paper is that readers will attempt to apply the MouseTracker within their specific business context. The true benefit of the MouseTracker and other new technologies for solving business problems is realised when these are integrated with other methods. Fusion is powerful. Although we have just begun using the MouseTracker, we believe this is an accessible, unobtrusive, easy to use technology that can add value to the field of insights across different industries.
In this paper, we will explore the application of the framework of post-traumatic growth, to develop insights and support concepts for people suffering from chronic pain. We will share general principles about situations when adversity and pain can trigger a journey towards positive transformation.
Desafinado means going off-key in Portuguese. The song, written by Antonio Carlos Jobim and Newton Mendoca, was a real innovation in its use of unexpected dissonance in a beautiful melody. The song has become one of the most popular Bossa Nova tunes, and is being played and sung world over by Latin and Jazz musicians. Our paper would describe how we can inspire greater creativity in insights by using ideas from the world of art and music such as "creative dissonance".
It is inspiring to experience the sudden appearance of a dazzling insight, the feeling of transcendence, and the magic of serendipity even if it's only for a fleeting moment. But this is too often a rare occurrence, and, furthermore, this experience might not lead to action, let alone transformation. For perspective shifting insights to appear and inspire effective commercial action, both in a sustainable manner and on a larger scale, a conducive culture must be created. This allows inspirational action to take place in a routine manner, which ultimately leads to transformation. We will also emphasise the importance of five significant values that are vital to creating such a culture.
It is inspiring to experience the sudden appearance of a dazzling insight, the feeling of transcendence, and the magic of serendipity even if it's only for a fleeting moment. But this is too often a rare occurrence, and, furthermore, this experience might not lead to action, let alone transformation. For perspective shifting insights to appear and inspire effective commercial action, both in a sustainable manner and on a larger scale, a conducive culture must be created. This allows inspirational action to take place in a routine manner, which ultimately leads to transformation. We will also emphasise the importance of five significant values that are vital to creating such a culture.