Before embarking on any new venture or introducing any new product or service, it is prudent for businesses to discuss it with likely buyers as well as people who may influence a decision to purchase.
• Pfizer Research & Development’s Ann Arbor Labs wanted to gauge the awareness of community residents and business, educational, government, academic and non profit leaders. The purpose was to determine what the business needed to do to inform these audiences of Pfizer’s work.
We conducted a series of market research focus groups to determine awareness. There was very little for the firm had not communicated much for some period of time. We then recommended ways the company’s information could be spread. A speaker’s bureau was established in which 30 research scientists and executives were trained to speak in front of business and civic groups in a 50-mile radius. A series of one-minute radio ads were produced to run on WJR, the area’s leading station, in morning drive time. An annual report to the community was published. Periodic reports on Pfizer’s donations to area non-profits were published.
Two years later, following the company’s execution of these new communications, we again surveyed the same focus groups as in the first phase research. This time, there was very high recognition among all groups of what Pfizer did.
• NuStep makes a recumbent cross-trainer for use by rehab patients and in spas, gyms, shipboards as well as in training and other health and physical sites. The primary buyers of this product are physical therapists (PTs) who design training and rehab programs for their clients and patients.
We conducted market research surveys of PTs around the nation to determine their knowledge of the company, the product and the product’s usage. We then worked with the firm’s advertising and marketing agency, Q Ltd., to develop themes and messages for overall communications – branding, advertising and “friends and family” program. Our role is to do the firm’s newsletter, prepare case histories of successful users and PTs and work with regional, local, national trade and business media to be included in stories about obesity, mental health, and heart and body replacement therapy.
Market Research Focus Groups and Surveys gives you information on what your buyers want and need in your product.
