In 1998, Roche Laboratories launched Xenical, a prescription obesity drug. In late 1998, Roche hired Strategic Business Research in Horsham, Pennsylvania, to conduct ten focus groups around the country. The research revealed that the organisation's target market of obese patients was far from cohesive. Gender, the presence of children in the household and employment status all created different challenges and barriers to sticking with a weight-loss program. As a result of the research, Roche off...

BPIR Categories

1.1.4 Conduct customer interviews/focus groups
1.2.1 Product strengths/weaknesses/opportunities/threats

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