Case Study: Study design / Multi-faceted conjoint study

Question. A medical device company needed to understand its product's current and future projected market share, competitive market dynamics, influences on purchase behavior, and flexibility for new product introduction.

Answer. A phone interview and online survey was conducted surrounding OR directors to better understand their product buying behavior and cycles for purchasing large OR equipment. Very detailed inclusion criteria were set, and Qessential worked closely with senior client executives to develop research instruments that would produce results.

Results. Over 50 phone interviews and 100 online interviews were conducted, tabulated and analyzed. Secondary research was gathered and added to the analysis to qualify certain trends. This data led the way to transforming a 15-year old product line with an entirely new, invigorated long-term strategic plan for the growth of the company.

  » back to project management page