Examples of CMC New Product Marketing Research Projects
In the last 15 years CMC has designed, conducted and reported over 140 marketing research projects for our clients. Most of these have been in support of new product development and allowed the client to make the next Go/Kill decision and helped them draft the deliverables for the next stage of their New Product process. The following are brief examples arranged in the order of the Best Practice New Product Process phase in which they were conducted.
New Product Idea generating and screening
- Therapeutic drug implant delivery system: convenience sample, concept-conjoint test. Result: patient value for performance level not high enough to achieve financial result, project shelved until technology advancement.
- New potential ultrasound contrast agent: qualitative study to determine decision influencers, desired attributes. Result: project passed for next step in process.
Refining the product before development
- New technology automatic injector system: conjoint test used to pick winning concept and predict market share. Result: product concept and features chosen for next step, development
- New medical therapeutic device: testing the value of features for initial and upgrade planning. Result: features determined for development for launch and for first planned upgrade.
Optimizing the Product Design
- New Digital Diagnostic Imaging: conjoint test, recommended final speed and pricing, product went into final production prior to launch. Result: product features recommendations and price decision made, product sent to next stage.
- New therapeutic pharmaceutical: conjoint test, random to predict size of various disease states for choosing Phase III indications. Result: indications chosen using price and market size predictions, product sent into Phase III clinical trials
Developing the Marketing Launch program
- New Technology Diagnostic Imaging Upgrade: conjoint test, random sample for prediction. Result: High price level chosen, positioning chosen, product upgrade successfully introduced.
- New Technology Diagnostic Imaging Product: conjoint test, random sample for prediction. Result: Higher price level chosen, positioning chosen, new product achieved sales levels.
Post Launch Marketing Research
- Second year new chemical pesticide levels test: random grower sample for prediction. Result: highest level of promotion recommend and implemented, marginal promotion cost provided 10X pre tax earnings return.
- New diagnostics imaging consumable distribution: random sample of purchasing influencers and simulation model. Result: multiple regional warehouses were developed and financial and marketing objectives were achieved.
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