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Worldwide Marketing Research Quantitative Research, Examples Quantitative Research, Case Studies Lessons from Experience InforMedix Marketing Research,

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Presentation on theme: "Worldwide Marketing Research Quantitative Research, Examples Quantitative Research, Case Studies Lessons from Experience InforMedix Marketing Research,"— Presentation transcript:

1 Worldwide Marketing Research Quantitative Research, Examples Quantitative Research, Case Studies Lessons from Experience InforMedix Marketing Research, Inc.

2 InforMedix Experience – Steve Fuller MS, mathematics MS, mathematics MBA, marketing MBA, marketing Texas Instruments, Marketing ResearchTexas Instruments, Marketing Research Johnson & Johnson Johnson & Johnson Technicare (market research, diagnostic imaging)Technicare (market research, diagnostic imaging) Clinical Diagnostics (market research, laboratory)Clinical Diagnostics (market research, laboratory) Medical Products Marketing Services Medical Products Marketing Services InforMedix: 1991 InforMedix: 1991 InforMedix Marketing Research, Inc. 2

3 Market Research: Non-US Telephone In-Depth Interviews Telephone In-Depth Interviews In-Facility Interviews In-Facility Interviews In-Office Interviews In-Office Interviews Convention Research Convention Research InforMedix Marketing Research, Inc. 3 Recruiting / Scheduling Recruiting / Scheduling Telephone Surveys Telephone Surveys Web Surveys Web Surveys Phone with Web Visuals Phone with Web Visuals Focus Groups Focus Groups Expert Panel Sessions Expert Panel Sessions

4 Quantitative Research Examples

5 Quantitative Surveys Customer Satisfaction Survey 7 European countries7 European countries Repeated customer survey, 5 waves over 15 yearsRepeated customer survey, 5 waves over 15 years Fieldwork by ICARE (Villeneuve d'Ascq, France), Cyble (Paris), Fieldwork International (London)Fieldwork by ICARE (Villeneuve d'Ascq, France), Cyble (Paris), Fieldwork International (London) New Customer Satisfaction Follow-Up US, CanadaUS, Canada Short telephone surveyShort telephone survey Fieldwork by InforMedix and bilingual associate (Montreal)Fieldwork by InforMedix and bilingual associate (Montreal) InforMedix Marketing Research, Inc. 5 EXAMPLE 1EXAMPLE 1 EXAMPLE 2EXAMPLE 2

6 Web-Based Surveys Orthopedic Surgery Implant Preferences US, UK, Singapore, Taiwan, South KoreaUS, UK, Singapore, Taiwan, South Korea Web-based survey (Europe)Web-based survey (Europe) In-office survey (Asia)In-office survey (Asia) Fieldwork by Market Research Partners (London), Research Pacific (Singapore)Fieldwork by Market Research Partners (London), Research Pacific (Singapore) Surgical Instrument Concept Evaluation UK, Germany, Italy, and AustraliaUK, Germany, Italy, and Australia Web-based surveyWeb-based survey Fieldwork by Market Research Partners (London)Fieldwork by Market Research Partners (London) InforMedix Marketing Research, Inc. 6 EXAMPLE 3EXAMPLE 3 EXAMPLE 4EXAMPLE 4

7 Quantitative/Qualitative Interviews Product Options Evaluation US, UK, Germany, France, Italy, SwedenUS, UK, Germany, France, Italy, Sweden Telephone interviews, prototype visuals via web conferenceTelephone interviews, prototype visuals via web conference Semi-conjoint processSemi-conjoint process Fieldwork by Fieldwork International (London), Intermetra (Gothenburg, Sweden)Fieldwork by Fieldwork International (London), Intermetra (Gothenburg, Sweden) New Product Viability UK, ItalyUK, Italy Telephone interviews conducted from US and ItalyTelephone interviews conducted from US and Italy Fieldwork by InforMedix and Sinaptica (Milan)Fieldwork by InforMedix and Sinaptica (Milan) InforMedix Marketing Research, Inc. 7 EXAMPLE 5EXAMPLE 5 EXAMPLE 6EXAMPLE 6

8 Qualitative Research Case Studies

9 Early Product Concept Exploration Biotherapy Product Line Expansion Goals Evaluate the future of a developing technology and therapyEvaluate the future of a developing technology and therapy Get response and intentions from physicians who do not use any similar techniquesGet response and intentions from physicians who do not use any similar techniques InforMedix Marketing Research, Inc. 9 CASE 1CASE 1

10 Early Product Concept Exploration Biotherapy Product Line Expansion In-office physician interviews In-office physician interviews Recruiting by Fieldwork Intl. (London) and multinational associatesRecruiting by Fieldwork Intl. (London) and multinational associates Visited physician offices in London, Paris, Milan, BerlinVisited physician offices in London, Paris, Milan, Berlin Traveled with French interviewer, Italian interviewerTraveled with French interviewer, Italian interviewer Convention interviews Convention interviews Recruited by Fieldwork Intl., LondonRecruited by Fieldwork Intl., London Paris Worldwide Apheresis Conference (Paris)Paris Worldwide Apheresis Conference (Paris) 2 interviewing rooms, 3 days2 interviewing rooms, 3 days InforMedix, French interviewer, Italian interviewerInforMedix, French interviewer, Italian interviewer InforMedix Marketing Research, Inc. 10 CASE 1CASE 1

11 Early Product Concept Exploration Biotherapy Product Line Expansion Successes: Successes: Found and visited hospitals in London and Berlin/suburbsFound and visited hospitals in London and Berlin/suburbs Tandem interviews with native speaker in Paris and MilanTandem interviews with native speaker in Paris and Milan Reported on difference between 5 countries (including USA) in concept acceptance and usageReported on difference between 5 countries (including USA) in concept acceptance and usage Lessons: Lessons: Get clear directions and timing for office visitsGet clear directions and timing for office visits Speak enough of the local language to get past the receptionistSpeak enough of the local language to get past the receptionist Maintain a reasonable schedule for multi-country researchMaintain a reasonable schedule for multi-country research InforMedix Marketing Research, Inc. 11 CASE 1CASE 1

12 Product Prototypes Evaluation Redesign Nuclear Imaging Products Goals Present and explain 11 technical product enhancements / redesignsPresent and explain 11 technical product enhancements / redesigns Understand acceptance, value, and implied changes in workflowUnderstand acceptance, value, and implied changes in workflow InforMedix Marketing Research, Inc. 12 CASE 2CASE 2

13 Product Prototypes Evaluation Redesign Nuclear Imaging Products One-on-ones, in facility; Focus groups One-on-ones, in facility; Focus groups Recruiting and facilities byRecruiting and facilities by Fieldwork International (London) Fieldwork International (London) Cuanter (Madrid) Cuanter (Madrid) Sky Consulting (Paris) Sky Consulting (Paris) Interviews/groups in facilities in London, Madrid, ParisInterviews/groups in facilities in London, Madrid, Paris Trained Spanish moderator & translator, French moderator & translatorTrained Spanish moderator & translator, French moderator & translator Groups/interviews with real-time English translationGroups/interviews with real-time English translation Observed by US and foreign company representativesObserved by US and foreign company representatives InforMedix Marketing Research, Inc. 13 CASE 2CASE 2

14 Product Prototypes Evaluation Redesign Nuclear Imaging Products Successes: Successes: Observed the differences in healthcare practice from country to country, and modified the discussion guide for each countryObserved the differences in healthcare practice from country to country, and modified the discussion guide for each country Separate reporting by countrySeparate reporting by country Lessons: Lessons: Differences in local (country-specific) healthcare practices can prevent standardization of a discussion guideDifferences in local (country-specific) healthcare practices can prevent standardization of a discussion guide Some research topics require more than 1 full day to train a foreign moderatorSome research topics require more than 1 full day to train a foreign moderator InforMedix Marketing Research, Inc. 14 CASE 2CASE 2

15 Market Transition Forecast Digital Imaging / Nordic countries Goals Understand the rate and direction of market transitionUnderstand the rate and direction of market transition Specify opportunities for new products and servicesSpecify opportunities for new products and services InforMedix Marketing Research, Inc. 15 CASE 3CASE 3

16 Market Transition Forecast Digital Imaging / Nordic countries In-office physician and administrator interviews, Focus Groups In-office physician and administrator interviews, Focus Groups Recruited and scheduled by Esplor (Gothenburg, Sweden) researcherRecruited and scheduled by Esplor (Gothenburg, Sweden) researcher English-language focus groupsEnglish-language focus groups Office visits in Stockholm/suburbs, Oslo/suburbs, Fredrickstad (Norway)Office visits in Stockholm/suburbs, Oslo/suburbs, Fredrickstad (Norway) Daily reporting by phone to client in USDaily reporting by phone to client in US InforMedix Marketing Research, Inc. 16 CASE 3CASE 3

17 Market Transition Forecast Digital Imaging / Nordic countries Successes: Successes: Found and visited hospitals Sweden and Norway using public transportFound and visited hospitals Sweden and Norway using public transport Kept client up to date by phone dailyKept client up to date by phone daily Lessons: Lessons: Nordics are fluent in EnglishNordics are fluent in English InforMedix Marketing Research, Inc. 17 CASE 3CASE 3

18 Product Prototype Evaluation IV Therapy Products Goals Goals Show and evaluate 4 prototype infusion devicesShow and evaluate 4 prototype infusion devices Determine value of each, suggestions for design changesDetermine value of each, suggestions for design changes Supplemented a 7-city study in the USSupplemented a 7-city study in the US InforMedix Marketing Research, Inc. 18 CASE 4CASE 4

19 Product Prototype Evaluation IV Therapy Products Focus groups Focus groups Recruiting and facilities by Toronto FocusRecruiting and facilities by Toronto Focus Moderating by InforMedixModerating by InforMedix Successes Successes Process was identical to that used in the USProcess was identical to that used in the US Excellent support, screening, etc. in CanadaExcellent support, screening, etc. in Canada Lessons Lessons Passport / ID issuesPassport / ID issues InforMedix Marketing Research, Inc. 19 CASE 4CASE 4

20 New Technology Evaluation Heart Arrhythmia Measurement Goals Goals Describe a new monitoring/diagnostic technologyDescribe a new monitoring/diagnostic technology Assess value, uniqueness, indications for useAssess value, uniqueness, indications for use Convention interviews Convention interviews Recruiting by Market Research Partners (London) and multinational associatesRecruiting by Market Research Partners (London) and multinational associates Surgeon interviews in hotel conference room: Nice, FranceSurgeon interviews in hotel conference room: Nice, France Interviews conducted by multilingual team in English, French, ItalianInterviews conducted by multilingual team in English, French, Italian InforMedix Marketing Research, Inc. 20 CASE 5CASE 5

21 New Technology Evaluation Heart Arrhythmia Measurement Successes: Successes: Many foreign physicians could be interviewed in EnglishMany foreign physicians could be interviewed in English The conference setting puts physicians at easeThe conference setting puts physicians at ease Lessons: Lessons: Plan conference room location well in advancePlan conference room location well in advance Maintain close contact with product designers during interviewsMaintain close contact with product designers during interviews InforMedix Marketing Research, Inc. 21 CASE 5CASE 5

22 Competitor Investigation Specialized Therapeutic Equipment Goals Determine viability of competitors, in the context of a possible acquisition or partnershipDetermine viability of competitors, in the context of a possible acquisition or partnership Extract competitive strengths, weaknesses, customer support level, product valuesExtract competitive strengths, weaknesses, customer support level, product values InforMedix Marketing Research, Inc. 22 CASE 6CASE 6

23 Competitor Investigation Specialized Therapeutic Equipment In-facility in-depth interviews, In-office interviews In-facility in-depth interviews, In-office interviews Recruiting and facilities by:Recruiting and facilities by: Fieldwork International (London) Fieldwork International (London) Cyble Market Research (Paris) Cyble Market Research (Paris) Studio 4 Field (Rome) Studio 4 Field (Rome) Interviews conducted in French, English, ItalianInterviews conducted in French, English, Italian English transcripts (UK, France); simultaneous translation (Italy)English transcripts (UK, France); simultaneous translation (Italy) InforMedix Marketing Research, Inc. 23 CASE 6CASE 6

24 Competitor Investigation Specialized Therapeutic Equipment Successes Successes Excellent Italian interviewerExcellent Italian interviewer Took sufficient notes (during simultaneous translation) to write reportTook sufficient notes (during simultaneous translation) to write report Lessons Lessons Train interviewers directly; no training the trainer.Train interviewers directly; no training the trainer. Leave sufficient time between office visits.Leave sufficient time between office visits. Be prepared for one country to have very few qualified respondents.Be prepared for one country to have very few qualified respondents. InforMedix Marketing Research, Inc. 24 CASE 6CASE 6

25 High-End Equipment Design Digital Diagnostic Imaging Goals Determine key values of digital imaging equipment over analogue alternativesDetermine key values of digital imaging equipment over analogue alternatives Measure price sensitivity and value of equipment configurations and optionsMeasure price sensitivity and value of equipment configurations and options Segment quantitative results by Current Users/Future Users, Brand in Use, Volume of ImagingSegment quantitative results by Current Users/Future Users, Brand in Use, Volume of ImagingMethods Telephone interviews, 45 minutes eachTelephone interviews, 45 minutes each Sample size = 50 in US, 50 in western EuropeSample size = 50 in US, 50 in western Europe Presentation of design options via web-based visualsPresentation of design options via web-based visuals Mixed quantitative and qualitative questionsMixed quantitative and qualitative questions InforMedix Marketing Research, Inc. 25 CASE 7CASE 7

26 High-End Equipment Design Cath Lab Equipment Design Goals Identify key product attributes prior to product designIdentify key product attributes prior to product design Group into related categories and prioritizeGroup into related categories and prioritize Provide data for a proprietary quant analysis program, to establish development goalsProvide data for a proprietary quant analysis program, to establish development goalsMethods Extended focus group (3 hours) of representative usersExtended focus group (3 hours) of representative users Group input and agreement on product attribute descriptionsGroup input and agreement on product attribute descriptions Force ranking of attributes and levels within the groupForce ranking of attributes and levels within the group InforMedix Marketing Research, Inc. 26 CASE 8CASE 8

27 Imaging Product Design Conjoint Low-end CR Imaging Goals Define priorities among low-volume / low budget users for computed radiography equipmentDefine priorities among low-volume / low budget users for computed radiography equipment Recommend market pricing for three product configurationsRecommend market pricing for three product configurationsMethods In-person discussion and quantitative conjoint questionnaireIn-person discussion and quantitative conjoint questionnaire Data collected in 10 US cities, total n=100Data collected in 10 US cities, total n=100 Presentation of image quality levels using light boards and filmsPresentation of image quality levels using light boards and films Analysis of multivariate data, resulting in price sensitivity curves for recommended productsAnalysis of multivariate data, resulting in price sensitivity curves for recommended products InforMedix Marketing Research, Inc. 27 CASE 9CASE 9

28 Ongoing Customer Satisfaction Surveys Diagnostic Imaging Equipment Goals Monitor customer satisfaction after equipment installation / serviceMonitor customer satisfaction after equipment installation / serviceMethods Recent installations / service calls listed by clientRecent installations / service calls listed by client Brief telephone survey of sites; primarily numerical dataBrief telephone survey of sites; primarily numerical data Site-by-site reports showing customer responsesSite-by-site reports showing customer responsesClients 1.Major full-line diagnostic imaging manufacturer 2.Small (regional) equipment service provider 3.Emerging nuclear medicine manufacturer InforMedix Marketing Research, Inc. 28 CASE 9CASE 9

29 Other Investigations Expert User Panel Strasbourg, FranceStrasbourg, France Product Users from multiple European countriesProduct Users from multiple European countries Full-day discussion groupFull-day discussion group Recruiting for Client Interviews WorldwideWorldwide UK, France, Germany (2 cities each) UK, France, Germany (2 cities each) Brazil Brazil India, Korea, Japan India, Korea, Japan Recruiting/scheduling, facilities, English transcripts, CDsRecruiting/scheduling, facilities, English transcripts, CDs Ad-hoc Focus Group MunichMunich Surgeons from 5 European countries and JapanSurgeons from 5 European countries and Japan InforMedix Marketing Research, Inc. 29

30 Lessons from Experience 1. Recruiting and screening 2. Selecting qualified partners 3. Communication on medical/technical topics 4. Variation between healthcare systems 5. Respondents work schedules / availability 6. Setting incentive levels 7. Long-distance travel scheduling 8. Local travel methods InforMedix Marketing Research, Inc. 30

31 InforMedix Marketing Research, Inc. 31 InforMedix Marketing Research, Inc. 477 E. Butterfield Road, Suite LL-007 Lombard, IL 60148 Phone: 630-241-2200 Fax: 630-663-9182 Email: InforMedix@InforMedixMR.com InforMedix@InforMedixMR.com Website: www.InforMedixMR.com


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