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

Worldwide Marketing Research Quantitative Research, Examples Quantitative Research, Case Studies Lessons from Experience. InforMedix Marketing Research, Inc. InforMedix Experience – Steve Fuller. MS, mathematics MBA, marketing Texas Instruments, Marketing Research Johnson & Johnson

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

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  1. Worldwide Marketing ResearchQuantitative Research, ExamplesQuantitative Research, Case StudiesLessons from Experience InforMedix Marketing Research, Inc.

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

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

  4. Quantitative ResearchExamples

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

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

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

  8. Qualitative ResearchCase Studies

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

  10. CASE 1 Early Product Concept ExplorationBiotherapy Product Line Expansion • In-office physician interviews • Recruiting by Fieldwork Int’l. (London) and multinational associates • Visited physician offices in London, Paris, Milan, Berlin • Traveled with French interviewer, Italian interviewer • Convention interviews • Recruited by Fieldwork Int’l., London • Paris Worldwide Apheresis Conference (Paris) • 2 interviewing rooms, 3 days • InforMedix, French interviewer, Italian interviewer InforMedix Marketing Research, Inc.

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

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

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

  14. CASE 2 Product Prototypes EvaluationRedesign Nuclear Imaging Products • Successes: • Observed the differences in healthcare practice from country to country, and modified the discussion guide for each country • Separate reporting by country • Lessons: • Differences 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 moderator InforMedix Marketing Research, Inc.

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

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

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

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

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

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

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

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

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

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

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

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

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

  28. CASE 9 Ongoing Customer Satisfaction SurveysDiagnostic Imaging Equipment Goals • Monitor customer satisfaction after equipment installation / service Methods • Recent installations / service calls listed by client • Brief telephone survey of sites; primarily numerical data • Site-by-site reports showing customer responses Clients • Major full-line diagnostic imaging manufacturer • Small (regional) equipment service provider • Emerging nuclear medicine manufacturer InforMedix Marketing Research, Inc.

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

  30. Lessons from Experience • Recruiting and screening • Selecting qualified partners • Communication on medical/technical topics • Variation between healthcare systems • Respondents’ work schedules / availability • Setting incentive levels • Long-distance travel scheduling • Local travel methods 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 Website: www.InforMedixMR.com InforMedix Marketing Research, Inc.

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