2. JWRG Capabilities
Capabilities Topics
o JW Research Group
• Who We Are
• How We Think and Work
• Experience
• Market Research Experience
• Proprietary and Unique Approaches
• Our Advantage
• JW Research Group Bios
2
4. JWRG Capabilities
Who We Are
o We offer advanced strategic
marketing research and modeling for
healthcare clients on a global basis
4
o We have extensive product/
category knowledge,
advanced methodological
approaches, and focused
marketing strategies
o We have offices in Pennsylvania, Maryland, and Florida
5. JWRG Capabilities
Who We Are
5
Strategists Multivariate
Services
Support
Hands-on, senior-level partners
with extensive product and category knowledge…
Jeff Whittle
Founder
Sherry Bowman, Ph.D.
Director
Patti Murphy
Director
Greg Whittle, Ph.D.
Multivariate Associate
Jim Gaasche
IT Director
Victoria Banks
Director
7. JWRG Capabilities
How We Think and Work
o We offer clients a higher level of strategic insight, quality, and
service
7
• Years of experience among a
senior team with no
“downloading” to junior people
• Engagements that leverage and
include consulting, brainstorming,
and stakeholder management
• “Small company” intimacy and
relationships
• “Big company” experience and
resources
• Value-driven market research
at a reasonable price
Organized to provide maximum
quality, service, and value…
8. JWRG Capabilities
Molecule Product Brand
How We Think and Work
8
Product Lifecycle
Optimization
Strategic
Thinking
Marketing/Brand
Management
Perspective
Focused marketing strategies
guaranteeing actionable results…
9. JWRG Capabilities
Brand
How We Think and Work
9
Issues
Approaches
o R&D Prioritization
o New Product Development
and Crafting
o Clinical Trial Optimization
o Market Landscape/Situation
Analysis-Preliminary
o Licensing Opportunities
o Strategic Partnerships/
Co-Promotion Opportunities
o Demand Forecast
o Clinical Trial Optimization
o Indication Optimization
o Market Landscape/Situation
Analysis – Intermediate
o Key Target Identification &
Positioning
o Naming, Packaging, Device
Considerations
o Key Customer Targets
Optimization
o Positioning Optimization
o Message Optimization
o Pricing and Revenue
Optimization
o ATU Baseline/ A&U’s Ongoing
o DTC Advertising & Promotional
Response
o Marketing Mix Optimization
o Rx to OTC Conversion
o Forecasting and Modeling
o Choice Modeling
o Unmet Medical Need
o Opportunity Assessment
o Strategic Consulting
o Market Landscape Analysis
o Choice Modeling
o Pricing
o Segmentation and Target
Marketing
o Positioning
o Strategic Consulting
o Segmentation
o Positioning
o Message Preference Modeling
o Brand Equity
o Marketing Mix Modeling
o Customer Satisfaction
ProductMolecule
13. JWRG Capabilities
Market Research Experience: Qualitative
o Qualitative Scope
• Stand-alone qualitative projects
• Qualitative phases prior to quantitative studies
o Qualitative Offerings
• One-on-Ones
• Focus Groups
• Facility/Phone/Web
• Experienced Moderators
o Qualitative Techniques
• Exploratory
• Projective Techniques
14. JWRG Capabilities
Market Research Experience: Quantitative
o Techniques
• Segmentation
• Positioning and Messaging
• Modeling and Forecasting
• Customer Satisfaction
o Customer Groups
• Physicians
• Patients
• Sufferers
• Consumers
• Payers
o Geographic Markets
• U.S.
• Global
14
o Market Strategists delivering focused, actionable research results
• Crisp, Comprehensive Analysis
• Strategic Brand and Market Perspective
• Executive Summaries
• Recommendations and Blueprints for Success
15. JWRG Capabilities
Market Research Experience: Quantitative
o Cutting-Edge Techniques and Deliverables
15
• Segmentation
Latent Class solutions
Simultaneous modeling of attitudes,
behaviors, and needs
Typing Tool creation and
implementation strategies
• Positioning and Messaging
Key Driver Analysis/
Attribute Importance
Quadrant Analysis/Gap Analysis
Correspondence Analysis/
Perceptual Bundling
Message Preference Modeling/
Message Optimization
16. JWRG Capabilities
Market Research Experience: Quantitative
• Modeling and Forecasting
Product Modeling
Brand Equity
Marketing Mix Modeling
16
• Price/Revenue
Volumetric Forecasting
• Market Structure Analysis
Merging of Secondary Data Sources
Sophisticated methodological tools
to accurately direct your decisions…
• Customer Satisfaction
Key Driver Analysis
Satisfaction-Related Market Level Mapping
Structural Equation Customer Satisfaction Modeling
18. JWRG Capabilities 18
Proprietary and Unique Approaches: Segmentation
JW Research Group
Segmentation Product
Modeling
Communication
Modeling
Customer
Satisfaction
19. JWRG Capabilities
o Proprietary Approaches: Segmentation
• Segmentation approach – Innovative, holistic simultaneous segmentation
modeling of attitudes, behaviors, needs, marketing inputs, secondary data,
etc.
• Latent class modeling – Cutting edge applications and innovations related to
variable inclusions, transformations, and interactions
• Choice-based – Imbedded choice modeling in all segmentation solutions to
drive segment-to-product relationship
• Rigorous process – Triple-level vetting of wedge variables and analysis of
dozens of possible solutions
• Actionable deliverables – Precise and immediately implementable
deliverables
First-person narrative
Marketing blueprints
Typing tools
19
Proprietary and Unique Approaches: Segmentation
20. JWRG Capabilities 20
Proprietary and Unique Approaches: Product Modeling
JW Research Group
Segmentation
Product
Modeling
Communication
Modeling
Customer
Satisfaction
21. JWRG Capabilities
o Proprietary Approaches: Product Modeling
• Linked models – Including physicians, patients, and/or managed
care
• Sophisticated designs – Accommodating large/limited volumes
of attributes/levels, full/partial sample designs, and
dominant/non-dominant variables
• Creative model refinements – Adaptation for market expansion,
cannibalization, and order-of-entry timing
• Forecast-ready numbers – Proprietary approaches to the
transformation of preference share to market share,
calibration, and weighting
• Simulators – Powerful, user-friendly, interactive simulators
21
Proprietary and Unique Approaches: Product Modeling
22. JWRG Capabilities 22
Proprietary and Unique Approaches: Communication Modeling
JW Research Group
Segmentation
Product
Modeling
Communication
Modeling
Customer
Satisfaction
23. JWRG Capabilities
o Proprietary Approaches: Communication Modeling
• Volume of text and graphical inputs – Upwards of 200, by far the
most of any option in the industry
• Modeling of results – Sophisticated, rigorous data modeling; not
simple adaptive conjoint or response-driven cutting and pasting
• Interactive simulator – Leverage your model by being able to “war
game” different options, restrictions, or competitive dynamics
• Method is not scale dependent – Avoids bias by forcing trade-offs
leading to more realistic decision-making
• No “dimensionalizers” – Not reliant on imputed values gathered
from ultra-small sample or pretest
23
Proprietary and Unique Approaches: Communication Modeling
24. JWRG Capabilities 24
Proprietary and Unique Approaches: Customer Satisfaction
JW Research Group
Segmentation
Product
Modeling
Communication
Modeling
Customer
Satisfaction
25. JWRG Capabilities 25
Proprietary and Unique Approaches: Customer Satisfaction
o Proprietary Approaches: Customer Satisfaction
• Comprehensive view of satisfaction – Ability to focus on the Brand,
Franchise, Company and/or Target Customer Groups
• Approach to satisfaction – Measure customers’ perceptions/expectations of
the key competitors and the impact of solving for multiple outcomes, i.e.,
dependent variables, secondary data, customer groups
• Mix of established and customized inputs – Questionnaire inputs can rely on
factors and/or key decision criteria from the team
• State-of-the-art analytics – Key Driver Analysis, Satisfaction-Related Market
Level Mapping, Structural Equation Customer Satisfaction Modeling
• Benchmarks and “norms” – Compare results to known benchmarks or
accepted outcomes
27. JWRG Capabilities
The JW Research Group Advantage
27
o We offer our clients the knowledge and expertise of three companies in
one
• Statistical sophistication of a market research firm because we live and
breathe the data, then find the story behind it
• Creative spark of an advertising agency to take that story and make it come
alive
• Strategic insight of a marketing consulting firm to illustrate how to
implement our actionable results
Market
Research Firm
Ad
Agency
Marketing
Consulting Firm
o Our Brand Promise is simple—quality and
service that exceeds your expectations
• Provide you with the most valuable
healthcare market research product in
an environment of partnership,
guidance, proactiveness, and energy
JWR
28. JWRG Capabilities
The JW Research Group Advantage
o Strategic, marketing
viewpoint
o Rx brand and category
experience
o Advanced research methods
o Organized to maximize
quality, service, and value
28
30. JWRG Capabilities
JW Research Group: Bios
Jeffrey T. Whittle - Founder
30
Jeff has over 25 years of experience in marketing research for pharmaceutical
products. He has conducted hundreds of new product and in-line category studies
with physicians, patients, and payers. Jeff is particularly skilled in studies utilizing
advanced methodologies and modeling to address new product crafting,
positioning, segmentation, pricing, and forecasting.
His product experience includes work in the following areas: allergic rhinitis,
Alzheimer’s, asthma, cancer, cardiovascular disease, cholesterol, depression,
diabetes, epilepsy, gastrointestinal disorders, infections, migraine, obsessive-
compulsive disorder, osteoporosis, overactive bladder, pain, and schizophrenia.
Jeff was previously a Founder of Olitzky Whittle and past President of
Migliara/Kaplan Associates, one of the largest custom healthcare market research
companies in the world. Later, he was Group President, North America for NFO
WorldGroup. Jeff was responsible for a portfolio of companies in the healthcare, e-
commerce, financial services, information technology, telecommunication, and
travel and leisure markets.
31. JWRG Capabilities
JW Research Group: Bios
Sherry A. Bowman Ph.D. – Director
31
Sherry Bowman is a strategic market researcher, with extensive experience
spanning 20 years and over 50 markets across the full product life cycle. She is
known for her ability to ask the right business questions to understand customer
needs and their key drivers. As a people person, she enjoys working closely with
clients to develop creative approaches for uncovering insights and providing clear
and concise reporting of results.
Sherry holds Ph.D. in applied business statistics and operations management from
Penn State’s Smeal College of Business, with several publications in the area of
buyer-supplier relationships and teaching experience in the area of quantitative
business analysis.
