- Home
- Services
- Products
- About Us
- Locations
- News
- Industries
- Resources
- Contact
Newtown Square • Philadelphia • Detroit • Cincinnati • Sacramento • Rochester • Willow Grove • Orlando • Buffalo
Project Summaries › Study #10
Industry: Home health
Project: Fall detection device positioning, naming, and feature prioritization
Methodology: Blended quant-qual (Precision Scan) with MaxDiff feature analysis
Audiences: Seniors, caregivers, and healthcare professionals (HCPs)
Outcome: The team launched the product with the most compelling positioning and name.
The team wanted to optimize the positioning, name, and features of the fall detection device that was part of their fall protection service. They had developed four alternative positionings and needed to understand the effectiveness of each, diagnose and refine the language, and optimize a winner. Because speed to market was so critical, the team needed a solution that compressed the cycle time but still provided confidence in the results.
Research America deployed Precision Scan, our proprietary, blended quant-qual methodology. This approach allowed the team to confidently understand the relative strengths and weaknesses of each positioning, and which names best delivered against that positioning. The language of each positioning was diagnosed and refined through message evaluation. Additionally, various features were evaluated via MaxDiff to determine their relative importance. Three audiences were included: seniors, caregivers, and healthcare professionals (HCPs).
Outputs from this study enabled the team to move forward and launch the product with the most compelling positioning and name.
Running qualitative and quantitative research in one study gave the team measurable scores for each positioning, name, and feature, along with the reasons behind them, without the time of two separate phases. Learn more about the difference between quantitative and qualitative market research, or see how we support healthcare market research and pharmaceutical market research clients.
A blended quant-qual methodology combines survey measurement with open-ended feedback in a single study. Respondents rate and rank ideas, then explain their reactions in their own words. Teams get statistically reliable scores and the reasons behind them at the same time, instead of running separate qualitative and quantitative phases.
MaxDiff (maximum difference scaling) is a survey technique where respondents repeatedly pick the most and least important items from small sets. The results rank every feature or message on one scale of relative importance, which avoids the problem of people rating everything as important on a standard rating scale.
Combining quantitative and qualitative feedback in one study compresses the research cycle. In this project, a single blended study compared four alternative positionings, diagnosed and refined the language, tested product names, and ranked features, so the team could move straight to launch with a clear winner.
Include everyone who influences the purchase and use of the product. For this fall detection device, the study covered three audiences: seniors who would wear the device, caregivers who often research and buy it, and healthcare professionals (HCPs) who may recommend it to patients.
RESEARCH AMERICA is an award-winning, family-owned and operated company providing market research solutions for over 35 years. We employ 300 researchers in 14 cities providing the qualitative and quantitative research our clients need to make the right business decisions with confidence. We have deep expertise in Retail, Energy, Healthcare, Government, Health & Sustainability, Professional Services and all manners of B2B and B2C research, including online surveys. Browse more project summaries and case studies, or contact us at (610) 356-1800.
Call
Contact