“We can’t reach everyone, so whom should we target?” “What do prospective customers need to hear to even consider us?”
We’ve heard those two simple, but key, questions time and again from the companies with whom we work, and we truly understand the need to narrow the scope in order to succeed. We’ve helped companies across industries identify the lowest hanging fruit and prioritize the next-best and even second-next-best targets for their products and services. We’ve also helped them determine not only what to say to prospective customers, but also how to say it and how often. The solutions and analytics we use are sometimes complex, but they always aim to give our clients clear answers to those two basic, but very important, questions.
Industry: Media and Television
Area of Focus: Target Profiling & Message Optimization
Target: Consumers
Method: Quant online survey
Background: A cable and satellite television channel decided to start airing shows in a category that was new to them but was already well established on other channels. Our client needed to create marketing materials that would be most effective at attracting viewers to these shows.
Business Questions: What are the demographics of heavy category viewers? Which aspects of these shows drive viewing? Which shows on their channel do category users already watch, so that scheduling and marketing efforts could be informed? Are there best practices other channels use when marketing these kinds of shows that our client could learn from?
Approach: Online survey conducted among viewers of the category, in which a variety of promos for competitors’ shows in the category were tested.
Outcome: Study findings were used to more effectively target the most likely viewers of these shows in our client’s media buy, fine-tune scheduling and cross-promotion strategies, and optimize the messaging and visuals utilized in promos and other marketing materials for the shows.
Industry: Pharma, biotech, and healthcare
Area of Focus: Target Profiling and Message Optimization
Target: Physicians and HCPs
Method: Quant telephone surveys
Background: To aid in the development of marketing for a new Alzheimer’s disease medication formulation, a pharma client’s wished to understand the attitudes and needs of physicians that treat AD. We profiled physicians across the medication’s five key prescribing segments as well as its five practice type sub-segments.
Business Questions: What are physicians’ perceptions of the AD medications currently available to treat the condition and what holes exist in the treatment regimens? How are the client’s prescribing segments differentiated by the their attitudes and profile data?
Approach: Quantitative telephone interviews with a nationwide sample of target physicians provided by the client.
Outcome: The study findings helped prioritize the segments based on the greatest marketing opportunities for the medication and identified communication elements that would appeal to each segment uniquely.
Industry: Consumer Durable Goods
Area of Focus: Target Profiling & Message Optimization
Target: Consumers
Method: Quant online surveys
Background: Mattress manufacturer competing in the customizable bed space against market leader. Client needed better insight into the consumer decision-making process that leads to sales of the key competitor’s product.
Business Question: How can client company improve its targeting and messaging to increase market share in the customizable bed space?
Approach: Quantitative surveys among competitive mattress owners to profile who they are and understand why the bought the competitor’s mattress.
Outcome: The research allowed our client to more finely target potential buyers from a demographic standpoint. It also enabled them to change promotional messaging to speak to areas that are most important to potential buyers.
Industry: Pharma, biotech, and healthcare
Area of Focus: Target Profiling & Message Optimization
Target: Physicians and HCPs
Method: Qual telephone in-depths
Background: Pharmaceutical client marketed a medication to alleviate breakthrough cancer pain. A competitive new-to-market medication had been garnering significant share in a very short amount of time.
Business Questions: Why was the new medication obtaining sizeable market share so quickly? What did physicians like about the competitive medication and what steps could our client take to retain prescriptions?
Approach: Qualitative interviews with physicians who had recently prescribed the competitor’s medication.
Outcome: Research showed that physicians liked the competitive medication’s mode of delivery and quick onset and that sales rep visits were an integral part in helping them achieve success. To be more competitive, our client was challenged with increasing rep visits, altering detail messaging, and providing similar voucher or trial solutions.
Industry: Associations and non-profits
Area of Focus: Target Profiling & Message Optimization
Target: Consumers
Method: Quant Online Survey
Background: A non-profit that works in the U.S. and internationally by using soccer as a vehicle to assist under-served youth was interested in better understanding the profile of their recent donors and what would encourage those people to donate again in the future.
Business Question: What is the demographic and soccer-related profile of people who recently donated to the organization? How satisfied have they been with the organization in terms of communications and how their monies were utilized, and what would encourage more frequent donations?
Approach: Quantitative online survey with people who had donated to the organization within the past two years.
Outcome: Study findings helped the organization’s management change the frequency, mode, and content of messages to better engage recent donors.