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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
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MS, mathematics
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MBA, marketing
• Texas Instruments, Marketing Research
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Johnson & Johnson
• Technicare (market research, diagnostic imaging)
• Clinical Diagnostics (market research, laboratory)
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Medical Products Marketing Services
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InforMedix: 1991
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Market Research: Non-US
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Telephone Surveys
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Web Surveys
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Phone with Web Visuals
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Telephone In-Depth Interviews
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In-Facility Interviews
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In-Office Interviews
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Convention Research
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Focus Groups
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Expert Panel Sessions
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Recruiting / Scheduling
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Quantitative Research
Examples
Quantitative Surveys
EXAMPLE 1
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)
EXAMPLE 2
New Customer Satisfaction Follow-Up
• US, Canada
• Short telephone survey
• Fieldwork by InforMedix and bilingual associate
(Montreal)
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Web-Based Surveys
EXAMPLE 3
Orthopedic Surgery Implant Preferences
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EXAMPLE 4
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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Quantitative/Qualitative Interviews
EXAMPLE 5
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)
EXAMPLE 6
New Product Viability
• UK, Italy
• Telephone interviews conducted from US and Italy
• Fieldwork by InforMedix and Sinaptica (Milan)
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Qualitative Research
Case Studies
CASE 1
Early Product Concept Exploration
Biotherapy 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 Exploration
Biotherapy Product Line Expansion
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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
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Convention interviews
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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 Exploration
Biotherapy Product Line Expansion
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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
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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 2
Product Prototypes Evaluation
Redesign 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 Evaluation
Redesign Nuclear Imaging Products
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One-on-ones, in facility; Focus groups
• Recruiting and facilities by
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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 Evaluation
Redesign Nuclear Imaging Products
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Successes:
• Observed the differences in healthcare practice from country
to country, and modified the discussion guide for each country
• Separate reporting by country
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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 3
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
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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 Forecast
Digital Imaging / Nordic countries
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Successes:
• Found and visited hospitals Sweden and Norway using public
transport
• Kept client up to date by phone daily
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Lessons:
• Nordics are fluent in English
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CASE 4
Product Prototype Evaluation
IV Therapy Products
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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 Evaluation
IV Therapy Products
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Focus groups
• Recruiting and facilities by Toronto Focus
• Moderating by InforMedix
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Successes
• Process was identical to that used in the US
• Excellent support, screening, etc. in Canada
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Lessons
• Passport / ID issues
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CASE 5
New Technology Evaluation
Heart Arrhythmia Measurement
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Goals
• Describe a new monitoring/diagnostic technology
• Assess value, uniqueness, indications for use
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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 Evaluation
Heart Arrhythmia Measurement
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Successes:
• Many foreign physicians could be interviewed in English
• The conference setting puts physicians at ease
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Lessons:
• Plan conference room location well in advance
• Maintain close contact with product designers during
interviews
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CASE 6
Competitor Investigation
Specialized 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 Investigation
Specialized Therapeutic Equipment
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In-facility in-depth interviews, In-office interviews
• Recruiting and facilities by:
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Fieldwork International (London)
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Cyble Market Research (Paris)
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Studio 4 Field (Rome)
• Interviews conducted in French, English, Italian
• English transcripts (UK, France); simultaneous translation
(Italy)
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CASE 6
Competitor Investigation
Specialized Therapeutic Equipment
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Successes
• Excellent Italian interviewer
• Took sufficient notes (during simultaneous translation) to write
report
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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 7
High-End Equipment Design
Digital 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
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CASE 8
High-End Equipment Design
Cath 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 9
Imaging Product Design Conjoint
Low-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 Surveys
Diagnostic 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 manufacturer
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Other Investigations
Expert User Panel
• Strasbourg, France
• Product Users from multiple European countries
• Full-day discussion group
Recruiting for Client Interviews
• Worldwide
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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-007
Lombard, IL 60148
Phone: 630-241-2200
Fax: 630-663-9182
Email: [email protected]
Website: www.InforMedixMR.com
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