Case Studies
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Disposables
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Burke research adds insight to surgical infection prevention consumer packaged goods (CPG) launch
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Business Situation:
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A major medical products company was interested in launching a packaged product for surgical infection prevention. The client team wanted to understand if the product would be met with market interest and which product features and package components should be included in the final product to stimulate market uptake.
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Research Objectives:
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- Gain insight into current infection control and purchasing practices
- Obtain overall reactions to concept
- Uncover utilities of various product features and package components
- Determine optimal product design and price
- Collect feedback regarding specific likes/dislikes, likelihood to use or not and rationale
- Capture design modification suggestions for further improvement
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Method:
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Quantitative Web survey using targeted Web sample to recruit:
- Intensivists/critical care physicians
- Critical care and infection control nurses
- Infection control practitioners
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Outcome:
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Our client decided to proceed with the launch of this product and modified the product based on research findings. The infection control product has already been introduced in Europe and will be launched in the U.S.
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Burke research leads to consumer insights for consumer packaged goods (CPG) client in medical disposables market
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Business Situation:
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A major manufacturer of consumer goods wanted to increase understanding of a spectrum of needs within the older adult population. Burke was selected as design and administrative partner in this large study because of previous positive experiences working with other divisions of the client company. Burke's extensive resources and experience base were recognized as a good fit for a study of this magnitude and importance.
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Research Objectives:
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- Prioritize market opportunities through better understanding of consumer groups
- Refine definitions of product requirements
- Improve marketing efforts to focus on emotional as well as product appeal
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Method:
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Self-administered interviews among users of various products
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Outcome:
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The research identified multiple segments defined by attitudes, lifestyle and product usage. This led to insights into product positioning, advertising strategies and store shelf arrangement.
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