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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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Informedix marketing research inc

Worldwide Marketing ResearchQuantitative Research, ExamplesQuantitative Research, Case StudiesLessons from Experience

InforMedix Marketing Research, Inc.


Informedix experience steve fuller

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.


Market research non us

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.


Quantitative research examples

Quantitative ResearchExamples


Quantitative surveys

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.


Web based surveys

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.


Quantitative qualitative interviews

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.


Qualitative research case studies

Qualitative ResearchCase Studies


Early product concept exploration biotherapy product line expansion

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.


Early product concept exploration biotherapy product line expansion1

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.


    Early product concept exploration biotherapy product line expansion2

    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.


    Product prototypes evaluation redesign nuclear imaging products

    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.


    Product prototypes evaluation redesign nuclear imaging products1

    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.


    Product prototypes evaluation redesign nuclear imaging products2

    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.


    Market transition forecast digital imaging nordic countries

    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.


    Market transition forecast digital imaging nordic countries1

    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.


    Market transition forecast digital imaging nordic countries2

    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.


    Product prototype evaluation iv therapy products

    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.


    Product prototype evaluation iv therapy products1

    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.


    New technology evaluation heart arrhythmia measurement

    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.


    New technology evaluation heart arrhythmia measurement1

    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.


    Competitor investigation specialized therapeutic equipment

    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.


    Competitor investigation specialized therapeutic equipment1

    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.


    Competitor investigation specialized therapeutic equipment2

    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.


    High end equipment design digital diagnostic imaging

    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.


    High end equipment design cath lab equipment design

    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.


    Imaging product design conjoint low end cr imaging

    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.


    Ongoing customer satisfaction surveys diagnostic imaging equipment

    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.


    Other investigations

    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.


    Lessons from experience

    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.


    Informedix marketing research inc

    InforMedix Marketing Research, Inc.

    477 E. Butterfield Road, Suite LL-007

    Lombard, IL 60148

    Phone: 630-241-2200

    Fax: 630-663-9182

    Email: [email protected]

    Website: www.InforMedixMR.com

    InforMedix Marketing Research, Inc.


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