worldwide marketing research quantitative research, examples quantitative research, case studies...
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Worldwide Marketing Research
Quantitative Research, ExamplesQuantitative Research, Case Studies
Lessons from Experience
InforMedix Marketing Research, Inc.
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
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Market Research: Non-US
Telephone In-Depth Interviews In-Facility Interviews In-Office Interviews Convention Research
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Recruiting / Scheduling
Telephone Surveys Web Surveys Phone with Web Visuals
Focus Groups Expert Panel Sessions
Quantitative ResearchExamples
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)
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EXAMPLE 1
EXAMPLE 2
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)
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EXAMPLE 3
EXAMPLE 4
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)
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EXAMPLE 5
EXAMPLE 6
Qualitative ResearchCase Studies
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
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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
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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
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CASE 1
Product Prototypes EvaluationRedesign Nuclear Imaging Products
Goals
• Present and explain 11 technical product enhancements /
redesigns• Understand acceptance, value, and implied changes in
workflow
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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
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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
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CASE 2
Market Transition Forecast Digital Imaging / Nordic countries
Goals
• Understand the rate and direction of market transition
• Specify opportunities for new products and services
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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
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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
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CASE 3
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
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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
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CASE 4
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
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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
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CASE 5
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
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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)
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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.
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CASE 6
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 questionsInforMedix Marketing Research, Inc. 25
CASE 7
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
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CASE 8
Imaging Product Design ConjointLow-end CR 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
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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
1. Major full-line diagnostic imaging manufacturer
2. Small (regional) equipment service provider
3. Emerging nuclear medicine manufacturerInforMedix Marketing Research, Inc. 28
CASE 9
Other InvestigationsExpert 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
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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
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InforMedix Marketing Research, Inc.
477 E. Butterfield Road, Suite LL-007Lombard, IL 60148
Phone: 630-241-2200Fax: 630-663-9182
Email: [email protected]
Website: www.InforMedixMR.com