Most of our clients agree that the stakes are too high to introduce or change products and services without conducting research first.

Product & Service Development and RefinementOur “full-service but flexible” approach allows clients to utilize our services in ways that best meet their internal development lifecycles and budgets. For some, that might mean one large study at the beginning to assess demand and identify product needs and another right before launch as a bug check.

For others, it might mean frequent mini-studies at ten different stages as they go through the process of understanding product feasibility to wireframe development to prototype assessment to feature inclusion to usability test to initial post-launch assessment. In all cases, our ultimate goal is to equip our clients with information they need along the way to maximize the success of the products and services they launch.

 

Hotel Chain App Development Hotel Chain App Development Hotel Chain App Development

Industry: Consumer Services

Area of Focus: Product development & refinement

Target: Consumers

Method: Online focus groups & online survey



Background: A global lodging company wanted to assess interest in functional and mobile-enabled enhancements for their app in order to improve the guest experience and retain customers. Element conducted both qualitative and quantitative studies to better understand prospective guests’ interest in the mobile technology enhancements. The two-phase process allowed for both initial exploration and subsequent validation of ideas given the early life stage and fast-growing state of mobile applications in hotel and other travel-related environments.



Business Questions: How often are hotel apps used, for what specific activities/information, and which potential enhancements are seen as the highest priorities?



Approach: Six online focus groups conducted with moderate to heavy app and/or mobile site users. Online survey conducted among 1,000 hotel guests.



Outcome: Results from the study identified the top features that should be present in the enhanced mobile app to optimize guest usage while minimizing development time and costs.

Patient Service Center/Hub Development Patient Service Center/Hub Development Patient Service Center/Hub Development

Industry: Pharma, biotech, and healthcare

Area of Focus: Product & Service Development and Refinement

Target: HCPs / B2B

Method: In-person focus groups and qual telephone interviews



Background: As it launched a new specialty medication for a rare condition, a biopharm client wished to develop a patient service center or hub to provide authorization, reimbursement, and fulfillment assistance. In order to design its own hub, the client needed insight into its competitors’ hubs, how well they were serving patients, and what could be done differently to minimize barriers to drug fulfillment.



Business Question: How should the new hub be designed in order to efficiently service patients and help maximize the new treatment’s market share once it launches?



Approach: In-person focus groups and qualitative telephone interviews with physician office staff who work with and on behalf of patients to get this specific type of treatment approved and delivered to them.



Outcome: Many detailed insights into the complex and often challenging process of getting patients approved for and on this class of medication were uncovered, allowing the client to build a hub that avoided known pitfalls and offered highly desirable services, such as a single point of contact and customized modes of communication based on each office’s needs.

Product Line Extension Assessment Product Line Extension Assessment Product Line Extension Assessment

Industry: Consumer Durable Goods

Area of Focus: Product & Service Development and Refinement

Target: Consumers

Method: Quant online surveys



Background: Mattress manufacturer client continuously seeks new and innovative ways to meet consumer needs and extend product lines. Management wanted to understand consumer interest in a mattress type that might fit between traditional innerspring and foam.



Business Questions: How do prospective mattress purchasers perceive the company’s brands overall and on attributes related to their mattresses? What factors are important when buyers consider a mattress and how interested are they in new mattress technologies?



Approach: Quantitative surveys with consumers who are likely to purchase a mattress in the next year.



Outcome: Our client utilized the results to identify their target market segments, create advertising messages that appeal to target buyers, and to proactively combat concerns about specific technology features that were identified as purchase barriers.

Hotel Breakfast Area Improvement Hotel Breakfast Area Improvement Hotel Breakfast Area Improvement

Industry: Consumer Services

Area of Focus: Product & Service Development and Refinement

Target: Consumers

Method: Quant online survey



Background: A lodging client needed to refresh its breakfast area in order to stay competitive with changes that similar chains had made.



Business Question: What were hotel guests’ expectations for items on a hotel’s breakfast area and which specific foods would make it most appealing?



Approach: Quantitative online survey using a discrete choice-based methodology with consumers who had recently stayed at the client’s hotel chain or a competitive set hotel.



Outcome: Our client revised the mix of breakfast offerings to ensure that as many guests’ needs were being met without having too many items from one category and not enough from another. Items were also selected to increase efficiency and cost effectiveness for franchisees.

Association Member Value Enhancement Association Member Value Enhancement Association Member Value Enhancement

Industry: Associations and non-profits

Area of Focus: Product & Service Development and Refinement

Target: B2B

Method: Qual telephone in-depths and quant online survey



Background: Professional membership organization for equine veterinarians seeking to increase value to members in a challenging economy.


Business Question: How can the association help its members grow and retain business in a declining marketplace?


Approach: Qualitative interviews and quantitative surveys with horse owners, trainers, and breeders to identify what they value in a veterinarian and what would increase their usage of veterinary services.


Outcome: Using study findings, the organization developed a website to communicate the top ten actions member veterinarians can incorporate into their practices to increase their business. By providing actionable content, the association ensures its members get real value from memberships.

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