case study: attributes and functionalities validation for a new contrast media injector
DESCRIPTION
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USA502 Mace Blvd, Suite 15Davis, CA 95618United StatesTele: (+1) 530-792-8400
Attributes and FunctionalitiesValidation for a New ContrastMedia InjectorBACKGROUND
CHALLENGE
IMPACT
The Client is a leading, global medical imaging company who acquired a smaller contrast media injector manufacturer. Seeking to leverage the acquisition, the Client would like to develop a new contrast injection system by identifying important injection system features being sought by prospective customers.
To define and validate the most relevant media delivery system for the target audience. The project study included 3 different approaches to the injection system. The main objectives of the study included:
- Understanding target market for the new contrast media injector and identifying unmet customer needs
- Understanding how much value potential customers would place on the new concept (Go/No-Go)
SOLUTIONUtilizing a maximum difference scaling methodology for obtaining preference/importance scores, The MarkeTech Group (TMTG) identified the key product attributes. To validate the study design, TMTG developed a pilot phase including five in-person, In-Depth Interviews (IDIs) followed by a series of 27 tele-IDIs. These comprehensive IDIs were conducted with imaging department decision makers, radiologists and technologists in the U.S., UK, Germany, and France. Also included as part of these IDIs was a web platform based presentation introducing 3 potential product options.
TMTG provided the Client with insights and key elements to understand the selection and purchasing process for contrast media injectors. In addition, the study findings provided the Client with the most relevant development options for future contrast media injector systems and also defined user priorities for prospective product features.
EUROPE / FRANCE3 rue Emile Péhant
44000 NantesFrance
Tel: +33 (0)2 72 01 00 80www.themarketechgroup.com
MARKET
METHODOLOGY MIX
North AmericaSouth America
Europe
Qualitative ResearchStrategic Consulting
Quantitative
Asia
PROFILECLIENT TYPE
PROJECT CATEGORYTECHNOLOGY GO / NO GO
PRODUCT CREATION
LAUNCH PREPARATION
Medical DeviceMedical Imaging
Medical DiagnosticsMedical IT/eHealth
BiotechnologiesPharmaceuticals
Technology AssessmentOpportunity Analysis
Customer and Product RequirementsProduct Concept Testing
Segmentation AnalysisBrand Positioning
Packaging and Materials Testing
Go to Market PlanningPricing
PRODUCT MONITORINGCustomer Satisfaction and Loyalty
Post Launch Acceptance
MARKET RESEARCHCustom Market Analysis
Customer Satisfaction