In order to establish a sales and marketing strategy, our client needed to understand how one of the major EU markets would react to the availability of a new device to treat a condition for which only medical treatment had previously been available.
Translucency identified key decision makers for the product, and invited representatives of these to four role-play workshops. Working with the client, Translucency developed four different scenarios involving different performance characteristics of the product. Stakeholders at each workshop, which was run using Translucency’s Soft Futures® simulation method, participants were invited to assume certain facts about the product and to role play their reactions to it. Translucency facilitators recorded observations, and obtained feedback at the end of the event. Client staff attended the simulation as observers.
Observations recorded were analysed and formed the subject of a report with recommendations.
As the product was still at an early stage of development, the client found it particularly useful to understand how the market would react to a range of performance characteristics. The client felt able to plan on a sound basis for their operations in the market of interest.