These topics are what is typical. What is always individual - set of the topics, and their purpose.
Usage and attitudes (post-launch performance)
- Sources of business: core vs. non-core – clients, indications, lines
- Success funnel segmentation: from unaware to «1st choice»
- Brand momentum: loyal and new clients (initiations, switches, abandons)
- Decision-making points
Attitudes and usage (positioning tracking)
- Brand features’ perception and factors of choice
- Switches reasons
- Key messages recall
- Promotion recall: channels and ways
- Any KPI tracker is a mix of historical measures and urgent tactical questions. We do expect it to be flexible.