Case Study
Exploring IVF Perceptions & Decision-making:
In Vitro Fertilization Product Positioning Study
Our client wanted to ensure their product would resonate strongly with women seeking IVF treatment and stand out in a crowded market.
With our strong expertise in women’s health, Amplinate was able to dive deep into the key factors influencing women’s perceptions, preferences, and decision-making processes when seeking fertility treatment - ultimately informing the effective positioning of the product in the market.
Goal and Research Questions
The study aimed to uncover the unique value propositions for the product that resonate most with this target demographic so that the client could create a strong and differentiating market strategy.
What are the needs, concerns, and aspirations of women seeking IVF?
What are key influencing factors, like attitudes, perceptions, and behaviors, that affect IVF treatment decision-making?
What is the competitive landscape like for similar products?
Our Approach
Web-Assisted Tele Depth Interviews (WATDIs)
60 minute in-depth, one-on-one sessions
Open-ended questions to deeply understand women’s needs, concerns, and preferences around IVF treatments
Brazil
Markets
Participants
Timeline
N=12
Patients aged 25-45 years who have completed at least one IVF cycle in the past 5 years.
7 weeks
Insights
The key findings revealed that women seeking IVF prioritize personalized care, transparent success rates, and advanced technology.
Emotional support and financial clarity are crucial concerns, with clinic reputation and trusted referrals playing a significant role in decision-making.
Impact
Development of a compelling marketing strategy that enhanced brand perceptions.
IVF product and services that better align with the expectations and needs of women, enhancing customer satisfaction and improving the overall IVF experience.
Increased product adoption and market presence.