Demand Forecasting

Competitive Landscape
A common error in demand forecasting is to ask potential decision makers what they would purchase or use without properly sensitizing them to environmental and competitive conditions that are likely to exist at a time in the future when the product will be introduced.

For example, pharmaceutical firms need to forecast usage of a drug well before introduction, but to obtain estimates of usage that are reasonably reliable, it is critical to account for available brands and generic alternatives as well as the regulatory and reimbursement environment which is likely to appear when the new drug is introduced.

Competitive Timeline

Because National Analysts has considerable industry and market expertise, we are able with client input to do a reasonably good job of anticipating future competitive, regulatory, and/or market conditions. Once conditions are defined, we create context descriptions that precede the purchase/usage likelihood questions used in surveys. Using this tact, we "educate" respondents about future conditions so that they can meaningfully respond to options that will appear in the future.

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Demand Forecasting