We propose a hybrid live/web model across priority markets, with the North East US likely to start in person in New Jersey / Philadelphia, or other major regional cities depending on recruitment feasibility.
The design combines depth interviews with selected live paired discussions. In those sessions, two individual first impressions run separately: one focused on Dupixent Respiratory, one focused on a competitor or comparator story. The HCPs then come together for a duo discussion.
This lets the brand team hear each story land on its own, then see what changes when the ideas are discussed directly.
Between sessions, Pulse AI / Unity Arc can structure emerging evidence from the fieldwork alongside the brand knowledge established at kickoff — helping the team sharpen probes, discuss implications, and strengthen handover while the research is still live.
US and Germany are built around the same core design: 3 × 90-minute duos and 4 × 60-minute IDIs per indication.
| Asthma | COPD | |
|---|---|---|
| US | 3 duos + 4 IDIs | 3 duos + 4 IDIs |
| Germany | 3 duos + 4 IDIs | 3 duos + 4 IDIs |
| Japan | Methodology to confirm | |
The 60-minute IDIs give a clean read on how the Respiratory Vision, Asthma / COPD agenda, and comparator context land with each HCP before group dynamics influence the response.
Selected live sessions start with two separate first impressions: Dupixent and competitor / comparator. The HCPs then come together for a duo discussion.
This shows what each story does alone — and what changes when the ideas meet in clinical conversation.
Between sessions, Pulse AI / Unity Arc structures the emerging evidence so the team can see what is landing, shifting, and worth probing next.
What survives is often more important than what lands.