Ovarian Cancer Market Entry: Sequencing Research for a Vague Brief

Janhvi's client had an immunotherapy product already approved across multiple cancer indications. They wanted to understand whether it could fit into the ovarian cancer market, but they came to Trinity without a clear view of what kind of research they needed. The brief was essentially: tell us where this product fits.

Designing the Sequence

Janhvi's team recommended a two-phase approach. The first phase was qualitative and exploratory: structured interviews with oncologists and other key stakeholders to understand which lines of therapy the product could realistically enter, and why.

The rationale for starting with qual was deliberate. Running a quantitative demand study first would have produced share estimates for every line of therapy, but without the qualitative context, those numbers would not explain why certain lines were viable and others were not. The exploratory phase gave the team the map before they tried to measure the territory.

Once the qualitative phase identified the lines where the product had a credible path, the team ran a quantitative demand study only on those viable lines. This kept the research focused and avoided generating misleading demand estimates for lines where the product had no real chance.

The sequenced approach worked. The client came away with both a clear view of where the product could compete and a quantified estimate of the demand in those specific lines, grounded in the qualitative reasoning that explained why.