Consumer Marketing Research Innovation: Program Effectiveness & Obstacles, DTC Hurdles and Lessons Learned

STUDY OVERVIEW

Not only are technological advances reshaping the landscape for communicating with consumers but also they are creating the opportunity for consumer marketing research innovation. Still, even in this environment of innovation there are many obstacles that can blunt the effectiveness of marketing research groups.

Best Practices, LLC conducted this cross-industry benchmarking study to illustrate how market research leaders view their effectiveness and what they believe are the primary obstacles they are facing. The study also examines the leading factors for not using DTC and presents participants' lessons learned for using new technologies and innovation in market research.

This study includes data on three segments: pharmaceutical companies, non-pharmaceutical companies and the Total Benchmark Class.

KEY TOPICS

• Self-Rating of Market Research Groups
• Factors Affecting Market Research Groups
• Direct-to-Consumer Marketing
• Best Practices, Pitfalls & Lessons Learned

• Rate overall Market Research Effectiveness in your organization (Total Benchmark Class)
• Rate overall Market Research Effectiveness in your organization (Pharma and Non-Pharma)
• Factors that are impeding Market Research Effectiveness in your organization (Total Benchmark Class)
• Factors that are impeding Market Research Effectiveness in your organization (Pharma)
• Factors that are impeding Market Research Effectiveness in your organization (Non-Pharma)
• Factors for not employing a DTC campaign for a new product
• Factors for not employing a DTC campaign for a new product (Pharma)
• Factors for not employing a DTC campaign for a new product (Non-Pharma)
• What are your top lessons learned for using new technologies and innovative approaches for conducting consumer marketing research
• What are your top lessons learned for using new technologies and innovative approaches for educating and communicating with consumers

• Pharma Segment Rates Its Market Research Higher than Non-pharma Segment’s Self-Assessment of Its Market Research: The Pharma Segment perceives its Market Research operations to be more effective than the Non-pharma Segment’s assessment of its Market Research operations. While 22% of the pharma participants believe their groups are “highly effective,” only 15 % of the non-pharma companies see themselves as highly effective. Likewise, 61% of the pharma companies rated themselves as somewhat effective while 55% of the Non-pharma Segment rated their Market Research groups as somewhat effective.

If you purchase Best Practice Database document(s), you will have 30 days from the date of purchase to apply some or all of the cost of the document(s) toward the cost of a Full Access Individual, Pharma, Group or University Membership. Write us at DatabaseTeam@bestpracticesllc.com or call David Guinn at 919-767-9179 if you have any questions.