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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 • 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 • 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 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 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 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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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 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 • 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. 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.