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Submenu: Agile Scenario Assessment (ASA)

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“The new quant methodology provides a fit for purpose assessment where timeline and budget are tight. It reduced noise in testing a busy competitive landscape, and provided a quantifiable look into the stated importance of attributes to guide TPP development. Blueprint Partnership expertise in in-depth TPP evaluation makes the design and execution of this methodology at ease.”

- Integrated Insight lead, top Pharma company

What do you do when you can’t get the conjoint sample size you need, or you have a finite budget?

Conjoint is the gold standard methodology for simulating preference share for a wide range of future possible product profiles. At Blueprint Partnership, we’ve executed over 100 classical conjoint studies in the past 15 years.

But conjoint has its limitations, usually requiring large sample sizes and high levels of investment. That’s why we’ve developed the Agile Scenario Assessment tool (ASA) which leverages the analytical approach of Conjoint but is based on stated importance which allows for smaller sample sizes.

Your business challenges – you need…

  • To understand the impact of different product features on likely product uptake
  • To prepare for future market entrants impacting the competitive landscape before your product launches
  • A flexible product feature evaluation that can adapt as the product progresses through early development stages
  • The flexibility and utility of conjoint outputs but at a price point appropriate or the stage of development and associated risk of your early-stage asset
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Our new Agile Scenario Assessment tool (ASA) leverages the analytical approach of Conjoint but is based on stated importance which allows for smaller sample sizes.

  • Explore “what if?” scenarios based on the attributes and levels of your asset within the competitive set, using the same outputs as per traditional conjoint
  • Benefit from the tried and tested functionality of traditional conjoint, but utilities based on stated importance (from a small but robust quantitative sample) rather than derived importance (from a traditional, large, conjoint sample)
  • Only a sample size of n=25 per segment is required for the conjoint-style outputs you value


  • When your asset is at early stage development and does not yet have a defined TPP
  • When you need to model likely uptake based on potential clinical trial outcomes
  • When your specialised therapy area or stakeholder group means that a traditionally large conjoint sample is not feasible
  • When your stage-appropriate budget demands a cost-effective solution with a long shelf-life that remains salient as your asset develops
  • When relevant attributes and levels can be easily and accurately evaluated by respondents (stated importance) rather than needing to be explored indirectly (derived importance)


Although ASA provides an exciting new solution to address specific business needs, there will be situations where a traditional conjoint approach is the recommended choice.

For example:

  • When you need the robust sample size of a traditional conjoint to confidently make key go / no go decisions for your asset
  • When respondents will struggle to accurately evaluate attributes directly and need the stimulation of full conjoint choice tasks to consider what their priorities and no-go territories are


  • Sensitivity analysis to identify key drivers and barriers to future product success
  • An interactive model in Excel, to allow all stakeholders to explore “what if?” scenarios for your asset, modelling preference share for a wide range of possible future product profiles
  • Flexibility to include current and future competitors to fully explore future market scenarios