Case Study: Conjoint Design for an Ultra-sound Point-of-Care Product
1
USA 502 Mace Blvd, Suite 15 Davis, CA 95618 United States Tele: (+1) 530-792-8400 Conjoint Design for an Ultrasound Point-of-Care Product BACKGROUND CHALLENGE IMPACT The Client, a prominent international medical company specializing in ultrasound technol- ogy, was interested in an analysis of customer needs to support the development of a point-of-care ultrasound product aimed at two specific market segments. Underlying the product concept development was a strong need to understand which product features and benefits commanded value for the customer. The Client wanted to determine and confirm the customer’s willingness to purchase and adopt the new ultrasound device. The research would also deliver guidelines on successfully positioning the new device among the two segments of interest. The scope of the study covered the U.S. and several European countries. SOLUTION The MarkeTech Group (TMTG) designed and programmed a survey to be self-administered through a hosted Web portal. Within the designed survey, a screener was used to validate the titles, experience, and personal performance of ultrasound imaging. The survey included a choice based conjoint session testing how customers traded the various attributes and their potential levels against price premiums. A « Build Your Own » exercise was also created where respondents configured an ideal unit for their specific needs. After a pre-test to identify any content and design interpretation issues, the survey was then translated and carried out as field work in multiple countries. The survey provided statistically significant data which was analyzed by simPRO™, TMTG’s proprietary preference simulator. The simulator allowed the Client to run multiple “what-if” scenarios, and revealed the optimal product configuration and pricing strategies to maximize adoption of the new device. SimPRO™ was also used to develop a better understanding of specific price premiums at each feature level. Using the information provided by simPRO™, the Client finalized a single product configuration and maximized the adoption of the product over multiple countries and segments. EUROPE / FRANCE 3 rue Emile Péhant 44000 Nantes France Tel: +33 (0)2 72 01 00 80 www.themarketechgroup.com MARKET METHODOLOGY MIX North America South America Europe Qualitative Research Strategic Consulting Quantitative Asia PROFILE CLIENT TYPE PROJECT CATEGORY TECHNOLOGY GO / NO GO PRODUCT CREATION LAUNCH PREPARATION Medical Device Medical Imaging Medical Diagnostics Medical IT/eHealth Biotechnologies Pharmaceuticals Technology Assessment Opportunity Analysis Customer and Product Requirements Product Concept Testing Segmentation Analysis Brand Positioning Packaging and Materials Testing Go to Market Planning Pricing PRODUCT MONITORING Customer Satisfaction and Loyalty Post Launch Acceptance MARKET PLANNING Pricing Optimization Customer Satisfaction
-
Upload
the-marketech-group -
Category
Documents
-
view
71 -
download
1
description
Visit us on the web: http://www.themarketechgroup.com/?utm_source=SlideShare&utm_medium=Social+Media&utm_campaign=Case+Studies About Us: With offices in North America and Europe, The MarkeTech Group provides a unique combination of extensive marketing research methodology expertise, deep medical technology domain knowledge and value-added strategic marketing consulting to medical technology companies who seek high quality marketing research studies and professional marketing strategy consulting. The MarkeTech Group's team of marketing research and strategy experts take pride in integrating their leading voice of customer (VOC) research expertise and strategic consulting into their clients' marketing and R&D departments to help successfully launch and maintain profitable products in healthcare. The MarkeTech Group, LLC 502 Mace Blvd, Suite 15 Davis, CA 95618 Tele: (+1) 530-792-8400 Fax: (+1) 530-792-8447 The MarkeTech Group, SARL 3, Rue Emile Péhant 44 000 Nantes Tele: +33 (0)2 72 01 00 80 Fax: +33 (0)2 40 48 29 40 Contact Us: http://www.themarketechgroup.com/index.php?page=Contact_TMTG&utm_source=SlideShare&utm_medium=Social+Media&utm_campaign=Case+Studies
Transcript of Case Study: Conjoint Design for an Ultra-sound Point-of-Care Product
USA502 Mace Blvd, Suite 15Davis, CA 95618United StatesTele: (+1) 530-792-8400
Conjoint Design for an Ultrasound Point-of-Care Product
BACKGROUND
CHALLENGE
IMPACT
The Client, a prominent international medical company specializing in ultrasound technol-ogy, was interested in an analysis of customer needs to support the development of a point-of-care ultrasound product aimed at two specific market segments.
Underlying the product concept development was a strong need to understand which product features and benefits commanded value for the customer. The Client wanted to determine and confirm the customer’s willingness to purchase and adopt the new ultrasound device. The research would also deliver guidelines on successfully positioning the new device among the two segments of interest. The scope of the study covered the U.S. and several European countries.
SOLUTIONThe MarkeTech Group (TMTG) designed and programmed a survey to be self-administered through a hosted Web portal. Within the designed survey, a screener was used to validate the titles, experience, and personal performance of ultrasound imaging. The survey included a choice based conjoint session testing how customers traded the various attributes and their potential levels against price premiums. A « Build Your Own » exercise was also created where respondents configured an ideal unit for their specific needs. After a pre-test to identify any content and design interpretation issues, the survey was then translated and carried out as field work in multiple countries.
The survey provided statistically significant data which was analyzed by simPRO™, TMTG’s proprietary preference simulator. The simulator allowed the Client to run multiple “what-if” scenarios, and revealed the optimal product configuration and pricing strategies to maximize adoption of the new device. SimPRO™ was also used to develop a better understanding of specific price premiums at each feature level. Using the information provided by simPRO™, the Client finalized a single product configuration and maximized the adoption of the product over multiple countries and segments.
EUROPE / FRANCE3 rue Emile Péhant
44000 NantesFrance
Tel: +33 (0)2 72 01 00 80www.themarketechgroup.com
MARKET
METHODOLOGY MIX
North AmericaSouth America
Europe
Qualitative ResearchStrategic Consulting
Quantitative
Asia
PROFILECLIENT TYPE
PROJECT CATEGORYTECHNOLOGY GO / NO GO
PRODUCT CREATION
LAUNCH PREPARATION
Medical DeviceMedical Imaging
Medical DiagnosticsMedical IT/eHealth
BiotechnologiesPharmaceuticals
Technology AssessmentOpportunity Analysis
Customer and Product RequirementsProduct Concept Testing
Segmentation AnalysisBrand Positioning
Packaging and Materials Testing
Go to Market PlanningPricing
PRODUCT MONITORINGCustomer Satisfaction and Loyalty
Post Launch Acceptance
MARKET PLANNINGPricing Optimization
Customer Satisfaction
