A multinational pharmaceutical manufacturer was planning to launch one of its leading products in China. They wanted a better understanding of their product’s market in China so that they could refine their go-to-market strategy.

A pharmaceutical firm had a new product in Stage II clinical trials, and it wanted to explore the possibility of including China in its global release plan. Specifically, it wanted to know the Chinese market for treatments for a certain disease, with a special emphasis on cultural factors such as public awareness and openness to treatment.