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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.

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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