New Surgical Device Capabilities: RF Ablation Innovation
How a medical device company validated new RF ablation capabilities for orthopedic surgeons using ACBC conjoint analysis and international focus groups, leading to confident product launch decisions across multiple markets.
Project Details
Key Results
The Challenge
A medical device company with an RF ablation product for orthopedic surgeons needed to understand market opportunities and validate new device capabilities before launch. Critical questions needed answers from actual users.
- For what orthopedic case types is RF being utilized most frequently?
- How often are surgeons utilizing RF technology?
- Why do some surgeons choose alternatives to RF?
- Which brands are preferred by surgeons and facilities?
- How will surgeons react to new capabilities and pricing?
Critical Market Intelligence
Understanding surgeon preferences and facility requirements for successful RF ablation device adoption.
Research Approach
ACBC Conjoint Methodology
To find answers to these critical questions, Proof Insights utilized a comprehensive concept test including Adaptive Choice-Based Conjoint (ACBC) analysis to understand surgeon preferences and market dynamics.
Focus Groups
Guided discussions in Los Angeles and Dallas with hands-on product experience
International Survey
ACBC surveys distributed in US, UK, and Germany for comprehensive market analysis
Objective Analysis
Blind study design to ensure unbiased feedback and objective results
Multi-Phase Research Design
Phase 1: Focus Groups
Qualitative exploration with RF-experienced surgeons in major US markets
Phase 2: ACBC Survey
Quantitative validation across three international markets
Phase 3: Analysis
Cross-market comparison and strategic recommendations
Research Implementation
Focus Group Testing
Concept testing was conducted through focus groups held in Los Angeles and Dallas. The focus groups consisted of guided discussion and allowed surgeons hands-on experience to test the product and its new capabilities.
- Participants screened for RF ablation experience
- Hands-on product testing and capability assessment
- Discussion guide developed jointly with client
- Blind study design for objective responses
ACBC Survey Implementation
Following focus group testing, Proof Insights developed a survey implementing ACBC methodology. The methodology allowed respondents to configure an optimal system design from attributes being considered for the proposed product.
- Optimal system configuration testing
- Current and competitive product attributes
- Price sensitivity and likelihood of purchase analysis
- Brand preferences and facility decision factors
Research Results
Validated Product Concepts
The company was pleased with the study results and gained confidence in moving forward with product launch. The survey validated their product designs and provided critical insights into surgeon preferences across international markets.
Product Design Validation
New capabilities resonated strongly with target surgeon segments
Usage Pattern Insights
Clear understanding of when, how, and why RF ablation is utilized
Competitive Intelligence
Comprehensive analysis of brand preferences and alternatives
Pricing Strategy
Optimal pricing ranges validated across US, UK, and Germany
International Market Analysis
Surveys were distributed in the United States, United Kingdom, and Germany. Proof Insights analyzed all respondent data and presented results with breakdown showing key differences and similarities in country responses.
Highest adoption rates and feature preferences
Value-focused decision making with NHS considerations
Advanced feature adoption and premium positioning
Research Impact
Strategic Outcomes
Proof Insights Experience
Proof Insights can provide similar assistance for your company as well. Our research methods are specialized within our markets, with all projects using customized approaches depending on client needs.