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Interviews First, Conjoint Second: Building a Better Vascular Device
A conjoint is only as strong as the attributes it tests, so the work began by talking to the people who use the device every day.
A manufacturer wanted to find the best feature mix for a next-generation vascular device. It also wanted to measure willingness to pay and how the new design would compete with a rival device.
The study began with 10 one-hour qualitative interviews to test the hypotheses behind the conjoint exercise and survey design.
The main phase was a 20-minute online conjoint survey. The screener required:
• Interventional radiologists only
• At least six of a certain vascular procedure a year
• The client's current device as their primary device
• More than three years post-fellowship
The final sample was 201 interventional radiologists: 130 in the US and 71 in Europe's five largest markets.
The survey included about 15 conjoint choice tasks covering deployment, repositioning, stent lengths and diameter reduction. A market simulation followed, then Gabor-Granger price testing using set price ranges for the US and Europe.
Recruiting current users of the client's device was deliberate. They know the device's limits from daily use, which makes their trade-offs more meaningful when weighing incremental improvements.
The sample was large enough to compare high-volume physicians with standard users and the US with Europe. That supported segment-level findings rather than a single average.
Pairing qualitative groundwork with a conjoint design gave the client clear feature priorities, price signals and competitive scenarios for product strategy.
Related case studies:
US – 102 Deep Venous Interventionalists: Device Pricing Survey
US – 40 Interventional Radiologists: TIPS Message Testing
Need to recruit interventional radiologists for market research? See our fieldwork recruitment services or email intel@mrdoctor.com.
