IP will conduct primary market research aimed at understanding the level of market awareness, source of awareness, familiarity, and perceptions of your company vs. key competitors and product vs. key competitors. Baseline assessments are conducted in advance of FDA approval in order to allow for the tracking of trends over time and market performance updates will allow your company to see the impact of your commercialization efforts. ATU research will also aim to understand the awareness and recall of your product’s clinical research findings, how clinicians react to them and why; how clinicians learn of about your product’s clinical findings, opportunities and barriers for your product, and the level of competitor activity in the market (e.g.; sales rep calls, MSLs).