--- title: Quantitative Market Research for Medical Devices - IDR Medical description: Quantitative Market Research for Medical Devices | IDR Medical --- # Quantitative Market Research for Medical Devices Specialist quantitative market research for medical devices, helping medtech companies quantify decision drivers, optimise pricing, and validate market strategies. ## Measuring What Drives Decisions at Scale Quantitative market research for medical devices plays a critical role in validating hypotheses and quantifying what drives decision-making across complex healthcare environments. At IDR Medical, we go beyond descriptive data to identify the relative importance of different factors, model trade-offs, and predict behaviour—providing evidence that directly informs [pricing](https://idrmedical.com/medical-device-pricing-research-pricing-strategy), [product design](https://idrmedical.com/medical-device-concept-usability-testing), [positioning](https://idrmedical.com/medical-device-value-proposition-messaging-research), and commercial strategy. Our healthcare quantitative market research is designed to generate robust insight that supports confident decision-making across global medtech markets.   ![medical-device-quantitative-market-research-surgery-image](https://idrmedical.com/hs-fs/hubfs/Service%20Page%20Images/medical-device-pricing-research-strategy-small-image.png?width=687&height=456&name=medical-device-pricing-research-strategy-small-image.png) ![medical-device-quantitative-market-research-surgery-image](https://idrmedical.com/hs-fs/hubfs/Service%20Page%20Images/medtech-market-assessment-market-sizing-small-image.png?width=687&height=456&name=medtech-market-assessment-market-sizing-small-image.png) ## Our Quantitative Research Methodologies We apply a range of quantitative market research methodologies used in medical device and healthcare markets, including conjoint analysis, MaxDiff, Simalto, pricing research, and segmentation, to generate robust, decision-ready insight. [ Get in touch ](https://info.idrmedical.com/contact-us) - [ Conjoint Analysis ](https://idrmedical.com/methodologies/quantitative#tab-1) - [ MaxDiff (Best-Worst Scaling) ](https://idrmedical.com/methodologies/quantitative#tab-2) - [ Gabor-Granger Analysis ](https://idrmedical.com/methodologies/quantitative#tab-3) - [ Van Westendorp (Price Sensitivity Meter) ](https://idrmedical.com/methodologies/quantitative#tab-4) - [ Segmentation Analysis ](https://idrmedical.com/methodologies/quantitative#tab-5) - [ Concept Testing ](https://idrmedical.com/methodologies/quantitative#tab-6) - [ Simalto Analysis ](https://idrmedical.com/methodologies/quantitative#tab-7) - [ Correspondence Analysis ](https://idrmedical.com/methodologies/quantitative#tab-8) Conjoint Analysis ## Conjoint Analysis in Medical Device Market Research [Conjoint analysis](https://idrmedical.com/conjoint-analysis-healthcare) is a core technique in quantitative market research for medical devices, used to understand how stakeholders make trade-offs between product features, pricing, and service elements. It simulates real-world decision-making by asking respondents to choose between different product configurations.   [Get in touch](https://info.idrmedical.com/contact-us) [Explore conjoint analysis](https://idrmedical.com/conjoint-analysis-healthcare) #### Key Activities - Survey design incorporating realistic product profiles - Experimental design to test multiple attributes and levels - Statistical modelling (e.g. CBC, ACBC) #### Outcomes - Relative importance of product features - Willingness to pay and [price sensitivity](https://idrmedical.com/medical-device-pricing-research-pricing-strategy) - Optimised product configurations and [pricing strategies](https://idrmedical.com/medical-device-pricing-research-pricing-strategy) MaxDiff (Best-Worst Scaling) ## MaxDiff (Best-Worst Scaling) for Healthcare Market Research MaxDiff is widely used in medical device quantitative market research to prioritise features, messages, or value drivers. Respondents select the most and least important items from sets, producing a clear and statistically robust ranking. [Get in touch](https://info.idrmedical.com/contact-us) [Explore MaxDiff](https://idrmedical.com/max-diff-for-healthcare-market-research) #### Key Activities - Structured prioritisation exercises - Balanced experimental design - Statistical scaling of preferences #### Outcomes - Robust ranking of features or messages - Clear differentiation between high and low priorities - Input for [positioning and value proposition development](https://idrmedical.com/medical-device-value-proposition-messaging-research) Gabor-Granger Analysis ## Gabor-Granger Analysis for Healthcare Market Research Gabor-Granger is widely used in [medical device pricing research](https://idrmedical.com/medical-device-pricing-research-pricing-strategy) to assess willingness-to-pay and price sensitivity. Respondents evaluate a product concept at different price points, indicating whether they would purchase at each level—providing a clear view of how demand changes as price increases. [Get in touch](https://idrmedical.com/get-in-touch) [Explore Gabor-Granger Analysis](https://idrmedical.com/gabor-granger-analysis-for-medical-devices) #### Key Activities - Structured price testing across multiple price points - Measurement of purchase intent - Price sensitivity and demand curves #### Outcomes - Identification of maximum acceptable price - Clear understanding of price sensitivity and resistance points - Input for medical device pricing strategy Van Westendorp (Price Sensitivity Meter) ## Van Westendorp (Price Sensitivity Meter) for Healthcare Market Research Van Westendorp is widely used in [medical device pricing research](https://idrmedical.com/medical-device-pricing-research-pricing-strategy) to assess acceptable price ranges and price perception. Respondents evaluate price points based on what they consider too cheap, acceptable, expensive, and too expensive—providing a directional view of pricing thresholds and perceived value. [Get in touch](https://info.idrmedical.com/contact-us) [Explore Van Westendorp (Price Sensitivity Meter) ](https://idrmedical.com/van-westendorp-analysis-for-medical-devices) #### Key Activities - Structured price perception questioning - Identification of key price thresholds - Analysis of acceptable price range #### Outcomes - Definition of acceptable price corridor - Identification of price resistance points - Directional input for pricing strategy Segmentation Analysis ## Segmentation Analysis in MedTech Markets [Segmentation analysis](https://info.idrmedical.com/blog/segmentation-in-medical-device-market-research-from-methodology-to-commercial-strategy) identifies distinct customer groups within medical device markets based on needs, behaviours, and decision drivers. It enables targeted strategies aligned to clearly defined and actionable segments. [Get in touch](https://info.idrmedical.com/contact-us) [Explore segmentation analysis](https://idrmedical.com/medical-device-market-segmentation-research) #### Key Activities - Survey design capturing behavioural and attitudinal variables - Statistical segmentation techniques (e.g. cluster analysis, CHAID) - Profiling of segments using observable characteristics #### Outcomes - Clearly defined customer segments - Understanding of segment-specific needs and drivers - Actionable targeting and go-to-market strategies Concept Testing ## Concept Testing in Healthcare Market Research [Concept testing](https://idrmedical.com/medical-device-concept-usability-testing) uses quantitative methods to evaluate how target audiences respond to new medical device concepts, value propositions, or service models. It provides measurable evidence on appeal, differentiation, and likelihood of adoption. [Get in touch](https://info.idrmedical.com/contact-us) [Explore medical device concept testing](https://idrmedical.com/medical-device-concept-usability-testing) #### Key Activities - Structured concept exposure within surveys - Rating, ranking, and diagnostic exercises - Measurement of purchase intent and perceived value #### Outcomes - Quantified concept appeal and differentiation - Identification of key drivers of interest - Prioritisation of concepts for development Simalto Analysis ## Simalto Analysis for Product Optimisation Simalto (Simultaneous Multi-Attribute Level Trade-Off) analysis is used in healthcare quantitative research to simulate constrained decision-making. Respondents build their preferred product or offering within defined limits, such as budgets or feature constraints, reflecting more realistic purchasing environments. [Get in touch](https://info.idrmedical.com/contact-us) [Explore SIMALTO analysis](https://idrmedical.com/simalto-analysis-for-medical-devices) #### Key Activities - Interactive exercises where respondents allocate points or budgets - Definition of attributes, levels, and constraints - Simulation modelling of optimal configurations #### Outcomes - Preferred product configurations under real-world constraints - Trade-offs between features, price, and performance - Clear guidance on optimal product design and packaging Correspondence Analysis ## Correspondence Analysis for Healthcare Market Research Correspondence analysis is used in quantitative market research for medical devices to explore relationships between stakeholders, products, attributes, or brands. It provides a visual map of how different elements are associated, helping to identify positioning gaps and competitive dynamics. [Get in touch](https://info.idrmedical.com/contact-us) [Explore Correspondence Analysis](https://idrmedical.com/correspondence-analysis-for-medical-devices) #### Key Activities - Analysis of relationships between categorical variables (e.g. brand vs attributes) - Data visualisation through perceptual or positioning maps - Interpretation of proximity and clustering patterns #### Outcomes - Visual representation of market structure and positioning - Identification of competitive clusters and whitespace opportunities - Insight into how stakeholders perceive brands, products, or attributes ## How We Approach Quantitative Research Our quantitative market research is designed around decision-making, not just measurement. We focus on quantifying what matters most—identifying the drivers of behaviour, the trade-offs stakeholders make, and how these translate into real-world choices. We structure every quantitative market research study around clear business questions, ensuring outputs directly inform commercial decisions such as [pricing](https://idrmedical.com/medical-device-pricing-research-pricing-strategy), [positioning](https://idrmedical.com/medical-device-value-proposition-messaging-research), [segmentation](https://info.idrmedical.com/blog/segmentation-in-medical-device-market-research-from-methodology-to-commercial-strategy), and [go-to-market strategy](https://idrmedical.com/medical-device-launch-portfolio-strategy).   ![medical-device-quantitative-market-research-nurses-image](https://idrmedical.com/hs-fs/hubfs/Service%20Page%20Images/medical-device-launch-portfolio-strategy-practical-evidence-image.png?width=687&height=456&name=medical-device-launch-portfolio-strategy-practical-evidence-image.png) ![medical-device-quantitative-market-research-IT-image](https://idrmedical.com/hs-fs/hubfs/03.png?width=456&height=330&name=03.png) ## Stakeholders We Engage We conduct research directly with the stakeholders involved in healthcare decision-making, capturing their perspectives, behaviours, and real-world experiences. ## Clinical Stakeholders **Frontline decision-makers in patient care and technology adoption.** Physicians and surgeons, radiologists, cardiologists and other specialists, general practitioners, specialist nurses, allied healthcare professionals, laboratory managers, and clinical experts and key opinion leaders. ![medical-device-concept-usability-testing-large-image](https://idrmedical.com/hubfs/Service%20Page%20Images/medical-device-concept-usability-testing-large-image.png) ## Commercial & Operational Stakeholders **Responsible for evaluating value, managing budgets, and implementing solutions** Procurement teams, value analysis committees, hospital administrators, operational managers, finance and commercial leads, and IT and digital stakeholders responsible for integration and delivery. ![medtech-market-assessment-market-sizing-large-image](https://idrmedical.com/hubfs/Service%20Page%20Images/medtech-market-assessment-market-sizing-large-image.png) ## Leadership & System Stakeholders **Shaping strategy, funding, and access within healthcare systems.** C-suite leaders, clinical directors, payers, reimbursement bodies, and healthcare system stakeholders influencing investment, access, and long-term adoption. ![medical-device-value-proposition-messaging-research-large-image](https://idrmedical.com/hubfs/Service%20Page%20Images/medical-device-value-proposition-messaging-research-large-image.png) ## Contact our team for a proposal If you’re looking to uncover hidden insights and turn them into tangible, strategic recommendations, IDR Medical can help. 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