Our client, a biomedical equipment manufacturer, was confident that their latest product upgrade would fuel double-digit revenue growth. First quarter sales, however, were far behind forecast.
The client was headed for a disappointment with major financial fallout when they asked us to conduct qualitative market research to discover the reasons behind the unsatisfactory sales.
Insight. Initially, the client approached us with a general interest in “interviewing a few customers.” However, after a thorough assessment of the situation, including the competitive environment and industry sales and marketing practices, we recommended a study that went into greater depth and examined a wider range of topics that could affect purchasing decisions.
Solution. We designed a study that included channel partners such as independent sales reps and technical support consultants in addition to customers. The range of topics included:
The study uncovered several impediments to sales of which the client was unaware. This included:
The client responded enthusiastically to the many unexpected insights that our research uncovered. They reported that the study provided a much clearer sense of direction to guide their re-launch of the product.
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