CASE STUDY: Concept and Market Understanding Uptake of portable ultrasound concepts (Indonesia)
Our client was preparing to launch a low-cost portable ultra-sound device for the Indonesia rural market, targeting the mid-wives.
However, before launch the client wanted to fine tune the product offering in terms of logistics, product features and financing as well as understanding possible market penetration with various offerings
Phase 1 - Qualitative Focus Group Discussions (FGDs):
Phase 2 – Quantitative Face-to-Face Structured Interviews
Ipsos were able to provide a full comprehensive understanding of the midwife and care centers in Indonesia, the current use of ultrasound and the drivers/barriers for future adoption
Provision of a conjoint simulator allowing the client to change (simulate) different market and product conditions. This included the potential penetration and potential revenue / profit with different concepts
Recommendations were provided into the ideal strategy for maximum penetration and return on investment