OBJECTIVES: To develop a novel semi-quantitative model to assist pharmaceutical companies in making investment decisions, by assessing relative importance of value drivers in a given therapy area and how this translates to perceived value of a product profile. METHODS: Perceived value for a number of product profiles is assessed through a semi-quantitative scoring method, followed by an in-depth qualitative interview. In the scoring phase, respondents rate the relative importance of value drivers and provide thresholds for minimal and strong value in each domain. Respondents assess target product profiles, scoring profile performance in each value driver on a pre-defined scale. RESULTS: This methodology provides a range of valuable data in understanding the drivers of value in a given therapy area. First, the relative importance of value drivers can be used to understand which product attributes (efficacy, safety and tolerability or administration and others) drive product value. In addition, by providing value thresholds for each driver, we can understand expectations, in effect defining an ‘ideal’ product scenario. Testing product profiles against a scale calibrated by these expectations allows us to understand perceived product value in  a set of likely product attributes. In addition, by testing a number of profiles, trade-offs between different product attributes, and the effect of these on product value, can be assessed.   CONCLUSIONS: The insights gained from this type of analysis are vital in understanding product development priorities and the likely pricing and reimbursement potential for future products. Multiple applications of this technique have confirmed that this is a valuable approach in supporting pharmaceutical companies to inform their clinical programme, pricing and reimbursement strategy or commercial strategy.