Understanding Consumer Segments & Attitudes That Lead to or Dissuade Vaccination

A biopharma client with a vaccine product wanted to understand how consumers are segmented according to preferences and trade-offs regarding a target vaccination. This would enable the company to identify opportunities to improve treatment selection and increase the vaccination rate for the target condition.

We conducted primary market research using a quantitative online survey ​with 486 US-based consumers, along with a mix of doctor and pharmacy visits. The survey captured consumer demographics, socio-economic attributes, psychographics, attitudes and behavior towards healthcare and vaccines, perception about their doctors and pharmacists, as well as awareness of the target disease and its risks, effects, and vaccine.

Based on the research, we classified four different segments and analyzed “who they are,” “what they do,” and “why they do it” for each segment. We also derived an algorithm to classify new consumers into existing segments and delivered a typing tool. Snapshots (posters) of different segments were formulated for ease of consumption and understanding. Finally, we delivered a strategy to target the 2 segments that would be easier to convert with a relatively lower marketing effort.

Understanding the consumer segments allowed the client to tailor its marketing efforts, leading to a more targeted and effective approach. This would allow the client to gain more share from the untapped segments who were yet to be vaccinated for the target disease.