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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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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 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.

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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