MAJOR HEALTHCARE COMPANY

The challenge – concept testing and market segmentation in the healthcare product market

Concept testing and market segmentationBeehive was challenged with developing a research programme that would help a well known organisation with concept testing and market segmentation over the life-cycle of a totally new product. Operating in the highly regulated health product market the research needed not only to be independent, robust and to stand up to any scrutiny. They needed to understand:

  • the marketplace as a whole
  • the level of understanding consumers had with the product
  • their propensity to purchase the product
  • the barriers and drivers of purchase
  • the marketing messaging that would optimise communication, advertising and pack design

The solution

We devised a research programme, which lasted over a year, comprising both qualitative and quantitative elements. It involved both concept testing and market segmentation to enable fine tuning of all aspects of the product life-cycle. This was achieved by initially understanding the key target audience, their motivations and drivers. We then recruited a panel of prospects to take part in various studies, using the appropriate methodology for each task. By undertaking a continuous programme the previous research was able to influence the next stage, thus increasing the value and return on investment that could be achieved.

Product cycle research

"Product development can be a high cost high risk business. We work with you to develop propositions, segment the market and target marketing messaging to ensure your new product or service delivers a return on investment"

Paul Kavanagh Head Bee

The benefits

Maximising the value from market researchThe programme influenced the complete design and product development cycle. We were able to establish core segments of the UK population most likely to use the product and through the market segmentation define the key drivers that would be the motivators of purchase. The market segmentation defined the size of the potential audience thus providing information on likely revenue projections.

The depth of information gathered informed the positioning, development, communications strategy, naming and pack design.