Challenge

The client needed to optimise its existing product range and ensure its products could accommodate new surgical techniques being employed globally.

Approach

• Primary research, including observational research of surgical procedures
• Interview with surgeons in the US and Europe
• Defining the needs of users and how this varied depending on their preferred procedure
• Needs translation with full traceability back to primary data
• Multinational team
• Face to face concept validation with surgeons in US, UK and China

Benefit

• Robust and data-driven basis for portfolio decision-making
• Primary research provided new insights into a key geographic market
• Deep understanding of stakeholder needs across different geographies
• New insights into lifecycle management
• Global launch of new products