We conducted interviews with chemists and consumers in relation to one of our client’s brands which is present in the dermal category.
Objective:
To understand:
Areas Of Inquiry:
To understand:
- The salience of brand X among retailers and consumers.
- The opportunities which can be leveraged in the market in order to evaluate possibilities for brand X’s promotion directly to consumers.
- Chemists and Stockists
- Consumers
Chemists:
1.
Views/opinions on the targeted skin conditions and treatment regimen
2.
Perception and attitudes towards brand X and competitor brands
3. Commonly recommended brands
by chemists; reasons for preferences:
a.
Better efficacy and safety profile of the brand
b.
Severity of the condition and duration
c.
Patient profile
d.
Company credibility
e.
Better profitability
f. Any other reason
4. Commonly purchased brands by
consumers (according to the chemist) and reasons for the same:
a.
Consumer awareness of the ailment and treatment/brand is high
b.
Re-purchase due to self-medication
c.
Re-purchase due to an earlier prescription by the doctor
d.
Re-purchase due to an earlier recommendation by the chemist
e.
Company credibility
f.
Cost efficacy
g. Any other reason
5. Chemist’s opinions of what kind of promotions will work; chemists’ expectation. 
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