Objective 1
Capture physician reactions to concepts
Use CaseConcept / Message Testing
The Best of Both Worlds: Mixing Quant and Voice for Concept Testing
As part of a new marketing effort, the pharmaceutical client sought to evaluate and refine draft advertisements with the goal of determining which concept was the most well received and uncover why
Industry:Pharmaceutical
Type:Mixed Methods Marketing Research
Timeline:72 hours
Concept TestingMessage TestingMixed MethodsQuantitative ResearchVoice ResearchNeurologistMarketing OptimizationCampaign Development
Objective 2
Assess Key Performance Indicators (KPIs)
Objective 3
Determine how concepts can be improved
The inVibe Solution
The inVibe Solution
inVibe’s Concept / Message Testing solution allowed our pharmaceutical client to quickly and efficiently deploy a mixed methods (quantitative + voice) research study to gauge physician perceptions and reactions to key concepts.
- Mixed methods research approach (quantitative + voice)
- Rapid 72-hour recruitment and execution
- Automated phone interview system
- Advanced NLP tools and speech-emotion recognition
- Interactive online dashboard
- Multi-dimensional analysis combining quant and qual insights
- Concept comparison and optimization capabilities
How We Did It
1
Collect
Collect
Within 72 hours, inVibe screened and recruited 50 neurologists. All participants reviewed three concepts on their computers or smartphones, completed a brief quantitative survey, and a subset immediately joined automated phone interviews to discuss each concept in their own words.
Participants
Total: 50 Neurologists
Recruitment Time: 72 hours
Method: Mixed methods engagement combining quantitative survey and automated phone interviews
Key Questions
Q1
What are your initial thoughts and reactions to [Concept A]?
Q2
What does [Concept B] convey about this therapy?
Q3
How unique, compelling, and motivating is [Concept C]?
Q4
Which concepts motivate you the most to use this treatment, and why?
2
Analyze
Alongside the quantitative readout, inVibe's analysts applied language expertise and advanced NLP to evaluate what physicians said, how they said it, and how it sounded—combining content, linguistic, and emotional signals for richer insights.
Techniques
- Quantitative assessment of key rankings and ratings
- Language expertise and advanced NLP tools
- Speech-emotion recognition
Focus Areas
- What is Said: Summarize and categorize the content and themes
- How it’s Said: Identify the language patterns and construction
- How it Sounds: Utilize machine learning and acoustic technology to assess the emotionality
3
Deliver
Deliver
The client received an interactive online dashboard with the quantitative and voice data, transcripts, and a high-level analysis. inVibe's analysts walked the team through the findings, anchoring every recommendation in specific physician voice moments.
- Interactive online dashboard housing quantitative and voice data, transcripts, and analysis
- In-house analyst walkthrough grounding each insight in specific voice moments
- Audiogram videos created with drag-and-drop kinetic text tools
- Listening Labs interactive stories assembled from transcripts, audio, and charts
- Expert Perspective sessions led by inVibe analysts
Launched a full marketing campaign anchored in the winning concept after validating it across 50 neurologists.
The campaign continues to perform well in follow-up studies, and Concept A remains the foundation for the website, physician materials, and other resources.
Insights & Next Steps
Key Insights & Recommendations
Based on the insights, inVibe recommended that the team take three strategic actions.
Move forward with Concept A
The winner is clear. Concept A is the most well received of the three concepts and most motivating across key metrics. Continue to build on and optimize its success.
Emphasize optimism
Don’t be a downer. Concepts that were misconstrued as more negative had the lowest ratings. Look to create a clearly uplifting tone with both the copy and the images.
Build on the treatment’s strong foundation
History is on your side. Newer treatments are seen as more risky and unproven. Continue to draw attention to the treatment’s legacy, as well as established safety profile, to increase physician buy-in.
