QTM™—Qualitative-to-Modeling

Increasingly, marketers and commercial operations need to make fast decisions on incomplete information, without enough time even for a simple survey. Some markets may even be too small to drive quantitative studies. We developed a series of tools called QTM™ that enables us to model client markets and issues based on a series of qualitative interviews, sometimes integrated with primary or secondary data. QTM™ also allows us to incorporate qualitative error into a quantitative model that yields ranges of predictability. We have used QTM™ against a range of challenges within a 10 to 20 business day time frame, including:

• Ideal price increase
• Dosage form withdrawal
• Commercial licensing decisions