Pre-launch demand assessment for a contraceptive product
Student name: Ms Astha Narayan
Guide: Dr Sanpa Narula
Year of completion: 2012
Host Organisation: IPSOS Research Private Limited
Supervisor (Host Organisation): Mr Saurabh Sardana
Abstract: Company X
1
, is leading an assessment study to understand consumer perceptions, acceptability and
enabling environment for a potential contraceptive product. A large proportion of women in
developing countries with an unmet need for family planning cite infrequent sex as the reason they are
not using family planning. The unmet need of contraception is high especially in Sub- Saharan Africa,
South Central Asia and South East Asia. Company X is planning to prepare a drug that can be taken
pre or post intercourse (within 24 hours). This drug is specifically meant for the couple who have
infrequent sex.
The study was undertaken to assess the potential user segments, appropriate pricing based on the
willingness to pay and concerns related to the product in Lucknow, Uttar Pradesh, India.
The responses from various sections indicate that there is latent demand for such product. If product is
launched after the successful clinical trial it will be appreciated by the couples who have unmet need
for contraception. Some concerns related to effectiveness and side effects were raised which can be
only be addressed after the clinical trials.
This document primarily focuses on finding and evaluating response of the selected respondents
towards the concept of new product and their awareness about various contraceptive methods. The
report concludes by defining potential user segment, appropriate price range for the product and
concerns which need to be addressed before product introduction in UP state of India.
