Quotas by Brand: Building a Sample That Knows Every Venous Stent
To map a competitive landscape, you need physicians who have used the competition.
A manufacturer entering the venous stent market wanted to see how its device would stack up against the competition and what physicians valued most.
The recruit had two layers of quotas.
First, specialty and region. The target was 40 physicians, 25 in the US and 15 in Europe, across Italy, Germany, the UK and Spain:
Vascular surgeons (about 50%): 20
Interventional radiologists (about 40%): 16
Interventional cardiologists (about 10%): 4
Second, device experience. The aim was to have at least six physicians with experience with each main venous stent on the market. Screening captured current and past use of each brand, and many respondents had used several.
All 40 target interviews were completed.
Some respondents brought extra depth. Five had participated in a clinical trial of a competing device, and seven had participated in or witnessed a trial of the client's own device.
Brand quotas meant every major competitor was discussed by physicians who had used it, rather than relying on reputation.
Apart from which brands physicians used, there were no major differences between Europe and the US in attitudes to stents. That finding supported a single messaging framework.
The study gave the client a detailed brand landscape and a clear view of how its device compared.
