---
title: "ThinkTPP: Rethinking Target Product Profile Testing and the Customer's \"Path to Purchase\""
description: TPP Market Research Article
image: https://ourthinking.think-gen.com/hubfs/ThinkTPP.jpg
---

# Our Thinking

# ThinkTPP: Rethinking Target Product Profile Testing and the Customer's "Path to Purchase"

By Noah M. Pines and Will Leopold, ThinkGen

Today’s pharmaceutical companies are sitting on an unprecedented, robust pipeline of potential treatments. As a result, we are being asked to conduct more target product profile (TPP) research than ever before. TPP testing through primary research often seems like a straightforward exercise but is fraught with biases, challenges, and pitfalls that can cause the results to be misleading or completely wrong. The most obvious bias is that survey participants – whether health care providers or health care consumers – will spend more time reviewing a TPP in a one-hour interview than they ever would in a real-world promotional environment.

[![Read More](https://no-cache.hubspot.com/cta/default/20243499/ecff8765-405c-4002-9bec-4d78236c922c.png)](https://cta-redirect.hubspot.com/cta/redirect/20243499/ecff8765-405c-4002-9bec-4d78236c922c)

Share:

- [![](https://ourthinking.think-gen.com/hubfs/ThinkGen_2022/Images/linkedIn.png)](https://www.linkedin.com/company/think-gen)
- [![](https://ourthinking.think-gen.com/hubfs/ThinkGen_2022/Images/Email.png)](mailto:info@think-gen.com)

## Want to learn more? Visit Our Innovations

[ Learn More ](https://think-gen.com/services#our-innovation)

### Other ThinkBOOKs

![Group 35](https://ourthinking.think-gen.com/hs-fs/hubfs/Group%2035.png?width=373&height=160&name=Group%2035.png)

## Who Do You See When You Look in The Mirror???

Check this out. What you will see is the story of a female physician who shares with us an interesting perspective...

 Read More

![Group 35](https://ourthinking.think-gen.com/hs-fs/hubfs/Group%2035.png?width=373&height=160&name=Group%2035.png)

## Who Do You See When You Look in The Mirror???

Check this out. What you will see is the story of a female physician who shares with us an interesting perspective...

 Read More

### Contact us to learn how we can help your team to make better marketing decisions based on better market research.