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BACKGROUND

CHALLENGE

IMPACT

The Client, a global leader in diagnostic imaging, contrast media, and injection systems was interested in a “Voice-of-the-Customer” (VOC) research study identifying specific clinical, economic, and design needs for the CT contrast power injector of the future. The research would help marketing and engineering design a winning product.

The Client wanted to understand the relative value of product features currently being used or to be used in the future, and to assess the product value proposition and willingness-to-pay for specific features.

SOLUTIONThe MarkeTech Group (TMTG) designed the project in four phases: Phase I involved exploratory analysis, aimed at defining the relevant factors to be considered when selecting CT contrast power injectors. The analysis included key opinion leader discus-sions, as well as some competitive intelligence at European Congress of Radiology (ECR). Phase II involved a series of four focus groups in the US (technologists and radiologists), as well as four focus groups in Europe, (two in France and two in Germany) in order to assess the critical elements of a new injector design. Each session was preceded by a short survey listing a total of 30 relevant product attributes and aimed at reaching conclu-sions on critical attributes. Phase III consisted of six In-Depth Interviews (IDIs) used to functionally refine the product attributes to be used in the survey design during phase IV. Phase IV was a large scale web based survey with 122 radiologists and CT technologists in the EU, and 103 imaging directors and CT technicians in the U.S. The discreet choice conjoint design consisted of six attributes including price.

The Client was able to configure the optimal product design that would maximize customer preferences based on the results and recommendations provided by TMTG. Additionally, countries’ specific requirements were also identified allowing the Client to select the most appropriate business model for the future product launch.

EUROPE / FRANCE3 rue Emile Péhant

44000 NantesFrance

Tel: +33 (0)2 72 01 00 80www.themarketechgroup.com

MARKET

METHODOLOGY MIX

South AmericaEurope

Qualitative ResearchStrategic Consulting

Quantitative

Asia

PROFILECLIENT TYPE

PROJECT CATEGORY

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 RESEARCH AND PLANNINGCustom Market Analysis

Market Mix Analysis

Market Assessmentfor CT Injectors

TECHNOLOGY GO / NO GO

North America