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OUR EXPERTISE

Armature Group provides custom work for our client-partners. Scan a broad overview of our areas of expertise -- then browse case studies that illustrate how we remix traditional approaches.

Many Methodologies

​Armature offers experience in multiple methodologies -- and combining or enhancing them in innovative ways. Specialties:

  • Market Landscape 

  • Positioning/Repositioning 

  • Lexicon & Natural Language

  • Demand & Patient Optimization

  • ATU/Tracking + KPIs

  • Emotional Drivers

  • Segmentation

  • Messaging & Story Flow

  • Product Concept Tests/TPP

  • Patient Journey

Meticulous Quant

  • Our instruments allow respondents to state and demonstrate decisions, perceptions, and attitudes

  • We minimize response bias

  • We insist on ecological validity, mirroring real-world decisions​.

  • We calibrate primary market research data to account for inherent bias

  • We check our work for accuracy and run quality checks at multiple stages

  • We test assumptions and hypotheses before, during, and after data collection and analysis

Deep Qual

Armature grounds all studies in rigorous methodology and carefully analyzed data. 

 

While numbers tell a critical part of most stories, Armature also uses unique qualitative methods to home in on less-quantifiable factors such as:​

  • Emotional drivers and barriers

  • Practical influences that research may not highlight

  • Unseen or undeveloped market opportunities

  • A complete picture of the market landscape

  • Unusual observations that may reveal a hidden truth

Case Studies 

Shaping a Future Customer 'Mindset'

Our client wanted to understand how to get prescribers to take a dramatically new attitude toward treating a common type of cancer.

Understanding 'Natural Language'

Our client needed to know how physicians would speak about the atypical side effects of an oncology drug in their pipeline.

Customer Portrait/Segmentation

Our client wanted to identify caregiver segment(s) to target for the launch of an at-home pediatric CNS treatment.

Message Optimization

Our client needed data to guide selection of the most compelling promotion of a cancer drug.

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