Our market research projects are varied and cover a full range of innovative and customized qualitative and quantitative research techniques. We combine our expertise in marketing research with specialized knowledge in a large variety of vertical industries.
Learn how we provided insight to our clients in a variety of industries all with unique business challenges that were addressed and solved through well planned and executed market research projects.
Business Challenge
This client wanted to determine the drug usage and awareness levels of therapies (ATU) of a specific oncology treatment in the U.S., Canada, and Europe over time. They wanted to identify target market segments and treatment strategies to position a new therapeutic agent. In addition, management wanted to identify the purchase drivers in their target market.
Business Objective
To monitor the perception, usage, trial, and awareness of a new cancer therapeutic agent relative to other treatment options over a period of time.
Research Methodology
This study was conducted using multiple recruiting tactics (phone and e-mail) followed by a web-based survey. Each participant received an e-mail containing introductory information and a link to the survey. To enhance the response rate, participants were offered an honorarium. The same survey was conducted in three separate waves: before, during, and after launching the new therapeutic agent.
Outcome
The results of this study confirmed that the launch was successful. Both awareness and usage levels significantly increased from one wave to the next. In addition, it was determined that the current therapeutic protocols were not completely meeting the market’s needs. As a result, adjustments were made to the Phase III clinical trials to match the protocol needs of the market.
Business Challenge
This client wanted to determine the activity levels of their alumni base. They wanted to identify target market segments and programs to elicit a higher level of engagement. They also needed to identify the donation drivers in their target market.
Business Objective
To assess the brand awareness, participation levels, interest levels, and donation patterns of the institution alumni.
Research Methodology
A national online survey was conducted with the alumni base to collect the voice of the customer. The survey participants were recruited by e-mail from a list of alumni provided by the University. Each participant received an e-mail invitation on behalf of the dean containing and a link to the survey. To enhance the response rate, participants were offered an honorarium. No incentive was used.
Outcome
The results of this study determined that more customized and regionalized programs were necessary to increase participation levels. In addition, the communication vehicles and frequencies were not conducive to the lifestyles of many of the alumni. As a result, alternate communication vehicles were used for future communication with alumni.
Business Challenge
This client wanted to increase market share in a certain product category by launching new products. Management was interested in collecting primary information from their target market in order to optimize the market launch and the optimal price entry point.
Business Objective
To identify the consumers’ needs and determine the optimal price point.
Research Methodology
This study was conducted on the Internet through a web-based survey. The participants were recruited by e-mail from a random sample of dentists. The potential respondents were screened based on a pre-determined set of patient volume characteristics. Dentists who met the screening criteria were allowed to continue with the survey. To enhance the response rate, participants were offered an honorarium
Outcome
An optimal price point was determined by analyzing a Van Westendorp model. The results were collected in less than five working days and management was able to launch the product ahead of schedule.
Business Challenge
This client wanted to reverse a declining sales trend by launching a new innovative advertising and marketing campaign aimed at reinvigorating the brand. Management was interested in collecting primary data from both current and potential customers to optimize the advertising components and overall effectiveness of the campaign.
Business Objective
To optimize advertising concepts to support the integrated rebranding communication program.
Research Methodology
This study was conducted on the Internet through a web-based survey. The participants were recruited by e-mail from a random sample of targeted consumer segments. The potential respondents were screened and segmented based on a pre-determined “level of gaming play” set of criteria. Respondents who met the screening criteria were allowed to continue the survey. To enhance the response rate, participants were offered an honorarium.
Outcome
The results of the market research allowed the client to determine the optimal components of the advertising concepts from a messaging, theme and design standpoint. This allowed their advertising agency to finalize the campaign knowing what would have the most impact with consumers. Six months after the campaign was launched the revenues showed a positive year to year increase.
Business Challenge
A CPG company with a well-established global line of retail bandage products was looking to optimize package size options as they relate to various price points. They wanted a deeper understanding of consumer attitudes, usage and preferences in their buying decisions in regards to alternative quantities, prices and competitive offerings.
Business Objective
To optimize product line extension offerings and pricing.
Research Methodology
This study was conducted on the Internet through a web-based survey. The participants were recruited by e-mail from a random sample of consumers across the United States. The potential respondents were screened and segmented based on a pre-determined set of criteria. Respondents who meet the screening criteria were allowed to continue the survey. To enhance the response rate, participants were offered an incentive.
Outcome
The results of the market research allowed the client to optimize the new product line extensions that had the highest value proposition with consumers. The data also provided product price points that delivered both the desired sales profit margins with the highest market acceptance. This allowed the client to go to market with confidence in the success of the new product line configuration.
Business Challenge
A well-established brand had reached the mature to declining stage of its product lifecycle. Management was considering a rebranding campaign to revive the product line and take advantage of the brand equity that was established previously. They believed the brand no longer identified with the changing consumer markets and was not differentiated from the competition. Establishing a new position in the market space would allow the brand to gain some momentum and allow the sales team to sell the product line to other national distribution channels.
Business Objective
To resurrect a declining product line through a rebranding and repackaging strategy.
Research Methodology
This study was conducted on the Internet through a web-based survey. The participants were recruited by e-mail from a random sample of consumers across the United States. The potential respondents were screened and segmented based on a pre-determined set of criteria. To enhance the response rate, participants were offered an incentive.
Outcome
Even though the bath and beauty market is more competitive than ever, the research allowed the client to successfully rebrand and revitalize the product line breathing new life into stagnant brand. The company was able to tap into their established brand equity while broadening its appeal to a larger target market. After redesigning, reformulating, and repackaging the product line, they have relaunched the brand and negotiated more shelf space at many of the world’s largest retailers.
Business Challenge
A leading manufacturer of industrial products needed to expand a specific materials category and build market share with emerging markets. Management had noticed that there was reluctance among consumers to try products across their various product categories. The marketing team wanted to better understand the barriers in the category and issues surrounding product usage and trial.
Business Objective
To gain insight into initiating product trials and eventual sales within emerging markets.
Research Methodology
This study was conducted using a mixed mode methodology – telephone to web. The participants were recruited by telephone and a follow up e-mail was sent to the qualifying participants. The potential respondents were screened and segmented based on a pre-determined set of criteria. To enhance the response rate, participants were offered an incentive.
Outcome
Research results provided an extensive set of insights into the barriers and opportunities that existed within the markets and associated countries as it related to product trial. The data supported that product trial was not as much influenced by price as was previously assumed, but more as a result of specific technical aspects of the product to be evaluated. This determination was unexpected to management and these insights allowed management to redirect their product design and marketing approach which resulted in a higher sampling and product evaluation rates.