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Conjoint Design for an Ultrasound Point-of-Care Product

BACKGROUND

CHALLENGE

IMPACT

The Client, a prominent international medical company specializing in ultrasound technol-ogy, was interested in an analysis of customer needs to support the development of a point-of-care ultrasound product aimed at two specific market segments.

Underlying the product concept development was a strong need to understand which product features and benefits commanded value for the customer. The Client wanted to determine and confirm the customer’s willingness to purchase and adopt the new ultrasound device. The research would also deliver guidelines on successfully positioning the new device among the two segments of interest. The scope of the study covered the U.S. and several European countries.

SOLUTIONThe MarkeTech Group (TMTG) designed and programmed a survey to be self-administered through a hosted Web portal. Within the designed survey, a screener was used to validate the titles, experience, and personal performance of ultrasound imaging. The survey included a choice based conjoint session testing how customers traded the various attributes and their potential levels against price premiums. A « Build Your Own » exercise was also created where respondents configured an ideal unit for their specific needs. After a pre-test to identify any content and design interpretation issues, the survey was then translated and carried out as field work in multiple countries.

The survey provided statistically significant data which was analyzed by simPRO™, TMTG’s proprietary preference simulator. The simulator allowed the Client to run multiple “what-if” scenarios, and revealed the optimal product configuration and pricing strategies to maximize adoption of the new device. SimPRO™ was also used to develop a better understanding of specific price premiums at each feature level. Using the information provided by simPRO™, the Client finalized a single product configuration and maximized the adoption of the product over multiple countries and segments.

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 PLANNINGPricing Optimization

Customer Satisfaction