Concept testing, also called a demand study, TPP testing, or potential market assessment, evaluates the potential market size for a new or upgraded product or device (e.g. MoA, indications, delivery, etc.).
Concept testing
Key business objectives
- Describe current disease management and existing treatment options
- Identify unmet needs and anticipate whether “Concept X” could fill the gaps
- Describe and understand the overall perception of “Concept X” including perceived strengths, weaknesses, and willingness to prescribe / use
- Identify and measure the patient profiles “Concept X” would be prescribed / used for
- Reveal potential barriers to adoption, including market access constraints
- Anticipate elements necessary to facilitate adoption (e.g. clinical evidence, education, training, etc.)
- Evaluate the weight of different HCPs in concept adoption and identify their specific needs or pain points
