with superior information about their environment enjoy a competitive
revenue and share objectives, it is critical to understand
customer preferences, competitive strengths and weaknesses, and
the factors supporting a realistic sales forecast.
customized market research services including:
Secondary research evaluation --
locating and analyzing data that has been collected by a third
Qualitative research -- small
sample studies and focus groups that are used to test concepts and assess assumptions
Quantitative research -- studies that have the statistical
validity and reliability needed to project to an entire market
PATH (Profiles of Attitudes Toward Healthcare) -- consumer
psychographic studies that identify and build relationships with consumers
measurable health values and behaviors (see
Market research was used to help these clients:
A clinical research staffing company needed to measure financial
demand for its services by market segment. They also wanted
to know their current level of awareness, how to improve brand awareness,
and how to exploit competitors' weaknesses. A comprehensive
study of pharmas, CROs, and biotechs answered these and other questions.
medical device company in the clinical research market wanted to
learn how best to introduce its new product. A qualitative
research study of large pharmas showed, unfortunately, that the
demand for the current product design would be low. The company
went back to drawing board to enhance its design and conduct additional
clinical studies to prove product value
client that sells web-based training software to hospitals was not
sure which of its offerings would have the highest demand.
The company needed to build a realistic demand forecast by product
line. A quantitative research study of the hospital market
projected how much would spent by product line. The sales
force was given a realistic, achievable quota by product and by
territory, and the client set a new revenue record.