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Understanding the competitive dynamics of your market, as well as your customers’ satisfaction and loyalty, are critically important - not just for gauging your current performance, but also for understanding how to improve your performance and identify early warning signs of an issue. A measurement and tracking system must be put in place to do this effectively. Once you’ve figured out what to ask, who to sample, and how to sample them, there is one more question to answer: when (and how often) should you utilize your measurement and tracking system?
Published in Quirk's Marketing Research Review October 2018 (pages 50-53)
When conducting segmentation market research, we tend to generalize the experience to one with a focus on understanding prototypes of individuals within the marketplace. This generalization is useful because companies are often concerned with developing a marketing mix that can apply to groups of individuals to encourage sales-force optimization. However, depending on the strategic applications of the research, this kind of approach may not always be appropriate. For instance, when thinking about multi-faceted purchasing chains, a segmentation model centered on individuals is decidedly less useful. One alternative to the standard individual-based approach is an account-based segmentation model where the objective focus is to discover heterogeneous groups of accounts in the market.
Market research is a valuable tool to guide the strategic planning of a new product launch, supporting marketing, sales, and leadership efforts at your organization. Although market research activities are typically for internal use only, conducting studies for public release can help prime the market for your new product. Here's what you should consider when designing a study for public release!
Published by Quirk's Media on August 8th, 2018
Long gone are the days when intelligent, artful marketing messages delivered to targeted healthcare providers by a sales representative lead to the highly coveted, quickly rising uptake curve. As drug costs continue to rise, Payers in the U.S. healthcare system are doing everything in their power to control plan costs through prior authorization and step edits, and restrict access to perceived “me too” products and line extensions. Here's what you need to keep in mind when conducting research with Payers ahead of your product launch.
Global research has been a critical, and growing, part of our business for years. Given the niche markets and low qualification rates we face on most of our projects, we knew early on in our company’s development we would need to establish a rigorous process to successfully deliver global research. To counteract many of these challenges we started to build our network of in-country moderators and recruiting partners in 2012. More than five years into the process we have forged strong partnerships with domestic and international sampling partners for all markets where our clients are interested in conducting research. Here's how!
In the age of global markets, companies are no longer able to focus on only the North American and European markets to stay competitive. Product promotion has expanded to developed and emerging markets alike in an effort to bring products to a world-wide customer base. In most cases, a degree of autonomy is granted to operational functions in each market, allowing them to function as semi-independent units. However, all-encompassing global strategies are useful in capturing efficiencies and ensuring consistency across markets. As a result, the need for multi-country—even multi-continental—research projects continues to grow. Of course, any project of global scale adds complexity. Here are 10 tips for effectively running a large, global market research project.