Generic Case Studies
Below is a selection of ten qualitative and quantitative strategy and research projects Vawser and Associates has undertaken for our client base in the last couple of years. All are commercial in confidence and thus can only be described in generic terms.
Case study 1: Market assessment in skin preparation products: Qualitative research for a US based client looking at the potential for a new preoperative skin antisepsis product range for hospital and surgical use. Fifty face to face depth interviews were conducted in four states with hospital infection control personnel, managers of ICUs and operating theatres, surgeons of a variety of types and hospital procurement managers. The interviews included showing respondents the product range and allowing them to play / use them within the interview. The outputs of the research included current usage behaviour, current decision making processes, reactions to the potential product range and respondent assessments of the likelihood of success. The research was used to plan the launch of the product range in Australia.
Case study 2: Staff satisfaction research: Quantitative research for a large local government organisation aimed at measuring and tracking staff satisfaction over time. The data collection approach included both online and hard copy self complete questionnaires to ensure all staff (indoor and outdoor) could easily participate. The results were compared to previous waves and helped management understand areas of staff satisfaction and dissatisfaction, staff reactions to particular management initiatives and areas where management needed to focus during the next planning period. This organisation conducts staff satisfaction research every two years.
Case study 3: Market assessment for private vaccine: Qualitative research looking at the potential for a new private vaccine for consumers over fifty years of age. The fieldwork included group discussions with target consumers and group discussions with GPs who prescribe private vaccines. Outputs of the research included current attitudes, knowledge and perceptions of the disease, reactions to a profile of the vaccine including its price, drivers and barriers to uptake and stated likelihood of uptake. The research was exploratory in nature to test market reactions some years before launch.
Case study 4: Exploring customer segment behaviour: Qualitative research looking at credit card payment behaviours in a specific customer segment for a large bank. The fieldwork was exploratory in nature and used a combination of group discussions and targeted face to face depth interviews to identify reasons why customers used a particular payment approach. Reactions to a series of payment alternatives were also tested during the fieldwork. The research was used to help develop strategies and tactics to better manage the needs of an idiosyncratic customer segment.
Case study 5: Communications assessment: Quantitative research designed to test the impact of a television commercial in the Sydney metropolitan energy drink marketplace. Based on the use of an online data collection approach with 800 respondents the fieldwork involved measuring key metrics before and after a particular TVC was run for a six week period in this target market. The results helped client management understand the impact of the TVC on particular market segments including changes in category and brand awareness, attitudes, recognition and predisposition to purchase the client brand.
Case study 6: Pilot program assessment: Qualitative research designed to test reactions to a pilot program being tested in primary schools in Victoria and NSW. The fieldwork involved exploratory group discussions (conducted at schools) and face to face depth interviews (conducted in home) with parents of students, face to face depth interviews with school principals, and face to face depth interviews with client managers coordinating the pilot program in each regional location. The outputs of the research were used to make changes to the program and to develop appropriate communications prior to a national roll out.
Case study 7: Market assessment after new product launch: Qualitative and quantitative research designed to assess the acceptance of a new dermatology product 18 months after launch. Fieldwork included forty five face to face depth interviews with GPs in three states followed by 200 structured telephone interviews (CATI) with a nationally representative sample of GPs. The outputs of the research were used by the client to make decisions about key messages to be used in tactical promotion and detailing programs in the next promotional cycle. It also helped identify a basis on which to easily segment GPs for the purposes of tactical promotion.
Case study 8: Premarket assessment with specialists and KOLs: Qualitative research designed to establish current diagnosis and treatment behaviour by haematologists in Myelodysplastic Syndromes (MDS) and to gage reactions to a new treatment to be released in the short term future. The fieldwork involved face to face depth interviews in multiple states and included canvassing the views of key opinion leaders (KOLs). The results of the research were used as input to planning the marketing and communications program prior to and at product launch.
Case study 9: Government stakeholder research: Qualitative research with government decision makers in every state and territory and in federal government. Based on the use of face to face depth interviews the research aimed to explore perceived client performance against expectations (including identifying areas of strength and weakness). The research also explored reactions to a number of initiatives and the perceived value of those initiatives within the context of a government tender decision making process. The research was used to identify and address areas of perceived weakness in the client's service delivery process. It was also used as input to a series of government tender submissions.
Case study 10: Market diagnostic – interventional cardiology: Qualitative research with interventional cardiologists, managers of catheterization laboratories and directors of hospital pharmacies to establish current antiplatelet and antithrombin practice in a particular sub group of patients undergoing PCI. The research also explored individual and organisational decision making processes, identified key barriers to the uptake of our client’s product and tested strategies to overcome these barriers. The results of the research were used to plan future marketing and communications campaigns to support the client’s product.