Click-and-Highlight™
SRI’s Click-and-Highlight methodology is a critical tool in demand estimation and market research, particularly for testing detailed product profiles as well as visual aids and print ads. This approach segments profiles into granular digital elements—ranging from words to cells and columns—allowing responding physicians to click on components that positively or negatively influence their perception. It captures true reaction data, which is combined with message recall and believability metrics to adjust for overstatement, enhancing accuracy in market share predictions through the AccuShare calibration framework. This method ensures realistic inputs feed into forecasting models.
The Click-and-Highlight approach by SRI is also a powerful interactive research tool designed for detailed testing of visual aids and advertisements. It enables respondents, typically healthcare professionals, to click on specific elements within a visual aid that positively or negatively influence their perception, providing granular feedback on individual components. This approach captures critical insights into what motivates or confuses viewers, allowing identification of strengths, weaknesses, and barriers to effective communication. The platform supports rapid study completion, often delivering results within 2-3 weeks, and allows testing of multiple concepts or ad variations on key metrics such as motivation to prescribe, differentiation, and clarity. Click-and-Highlight data is combined with open-ended qualitative feedback to better understand underlying reasons for reactions, helping optimize the flow and content of detail pieces. Use cases include mock rep detail evaluations, ad concept testing, and assessing engagement patterns aligned with the Elaboration Likelihood Model, enhancing the precision and impact of marketing materials.