Product Background

1. To which therapeutic area does your drug belong?

2. What is this brand’s global projected peak annual sales level?
€1 billion or higher
€500 million to €1 billion
Less than €500 million

Spending

3a. For the following questions, please indicate which geographical region(s) your responses are for:
European Union
Austria
Belgium
Cyprus
Czech Republic
Denmark
Estonia
Finland
France
Germany
Greece
Hungary
Ireland
Italy
Latvia
Lithuania
Luxembourg
Malta
Netherlands
Norway
Poland
Portugal
Slovakia
Slovenia
Spain
Sweden
Switzerland
United Kingdom

3b. What was your brand’s market segmentation spending levels covering physician, consumer and managed market targets during each of the following stages of development:

3c. Approximately how many doctors were segmented using the physician segmentation spending levels reported in the table above?

4. In general, what percentage of your product's overall market segmentation budget is spent on outsourced activities?
%

5. For a given market segmentation study, what percentage of the spending goes into each of the following steps?
% of spending goes to questionnaire development
% of spending goes to data collection
% of spending goes to data cleansing
% of spending goes to data analysis
% of spending goes to segmenting customer groups
% of spending goes to segmenting implementation
% of spending goes to other area:
% of spending goes to other area:

Practices

6. Which segmentation techniques does your company currently practice (mark all that apply):
Geographic
Demographic
Volumetric
Psychographic
Behavioral
Attitudinal
Longitudinal
Other (Please specify: )
Other (Please specify: )

7. Please rank the various ways of segmenting physicians in terms of their effectiveness for building workable physician segments. (5 = extremely effective, 1 = not very effective)
Please select: 1 2 3 4 5 Geographic
Please select: 1 2 3 4 5 Demographic
Please select: 1 2 3 4 5 Volumetric
Please select: 1 2 3 4 5 Psychographic
Please select: 1 2 3 4 5 Behavioral
Please select: 1 2 3 4 5 Attitudinal
Please select: 1 2 3 4 5 Longitudinal
Please select: 1 2 3 4 5 Other (Please specify:)
Please select: 1 2 3 4 5 Other (please specify:)

8. Please rank the various ways of segmenting consumers in terms of their effectiveness for building workable consumer segments. (5 = extremely effective, 1 = not very effective)
Please select: 1 2 3 4 5 Geographic
Please select: 1 2 3 4 5 Demographic
Please select: 1 2 3 4 5 Volumetric
Please select: 1 2 3 4 5 Psychographic
Please select: 1 2 3 4 5 Behavioral
Please select: 1 2 3 4 5 Attitudinal
Please select: 1 2 3 4 5 Longitudinal
Please select: 1 2 3 4 5 Other (Please specify: )
Please select: 1 2 3 4 5 Other (Please specify: )

9a. In general, how often does your company review each brand’s market segmentation strategy?
times per year

9b. In general, how often does your company make changes to a brand’s segmentation strategy?
times per year

STRUCTURE

10. Which individual, group or groups is/are in charge of setting a brand’s market segmentation strategy across the entire EU?

11. Within an individual European country, who is generally responsible for setting a brand’s market segmentation strategy?

Please answer the following questions for the average EU market segmentation study:

12. In a given segmentation project, what percentage of project time is generally consumed by each of the following activities? (Percentages should add up to 100%.)
% of project time dedicated to questionnaire development
% of project time dedicated to data collection
% of project time dedicated to data cleansing
% of project time dedicated to data analysis
% of project time dedicated to segmenting customer groups
% of project time dedicated to segmenting implementation

13. What percentage of each of the following steps of a market segmentation study is generally outsourced?
% of questionnaire development outsourced
% of data collection outsourced
% of data cleansing outsourced
% of data analysis outsourced
% of segmenting customer groups outsourced
% of segmenting implementation outsourced

14. For each of the steps mentioned in the previous question, which group/groups work with vendors and perform the internal work for:
Questionnaire development:
Data collection:
Data cleansing:
Data analysis:
Segmenting customer groups:
Segmenting implementation:

15. Which groups have final say and/or veto power over the final segments created:
Brand Team
Market Research
Sales
Consumer Marketing
Market Access/Managed Market Group
Other Group (Please specify:
Other Group (Please specify:

Implementation

16. How many segmentation-focused training hours do new sales reps receive in the first year?
training hours per year

17. How many annual, segmentation-focused training hours do veteran sales reps receive?
training hours per year

18. What new segmentation techniques or types has your company implemented in the past three years?

Looking Ahead

19. Over the next three years, which (if any) new types of segmentation do you see your company implementing?
Geographic
Demographic
Volumetric
Psychographic
Behavioral
Attitudinal
Longitudinal
Other (Please specify: )
Other (Please specify: )

20. Please rank your company’s overall market segmentation effort on a scale from 1 to 10 – (1 = very poor; 10 = ideal).
Please select: 1 2 3 4 5 6 7 8 9 10