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1. Marketing strategy roadmap: introduction to building a marketing plan
- Mr. Jean-François Denault
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2. Overview of market research
- Mr. Jean-François Denault
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3. Situation analysis
- Mr. Jean-François Denault
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4. Developing a marketing strategy
- Mr. Jean-François Denault
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5. Marketing strategy implementation and evaluation methods
- Mr. Jean-François Denault
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6. Marketing metrics
- Mr. Jean-François Denault
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7. Marketing in life sciences: healthcare services and healthcare digital products
- Mr. Jean-François Denault
Printable Handouts
Navigable Slide Index
- Introduction
- A bit about the presenter
- Today’s presentation
- Why do market research?
- Basic market research concepts
- Primary and secondary market research
- Quantitative and qualitative data
- Example: Promotional campaign for OTC
- Miles wide vs. deep dive research
- Preparing your market research plan
- Data collection
- Collecting data - primary research
- Collecting data - secondary research
- Active secondary research
- Passive secondary research
- A few words on ethics and market research
- Questions?
This material is restricted to subscribers.
Topics Covered
- Market research
- Data collection
- Ethics and market research
- Primary vs. secondary research
- Miles wide vs. deep dive research
- Quantitative and qualitative data
Talk Citation
Denault, J. (2020, June 30). Overview of market research [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved September 1, 2024, from https://doi.org/10.69645/WBTI2622.Export Citation (RIS)
Publication History
Transcript
Please wait while the transcript is being prepared...
0:00
Good day. Today we will be going on
the second module from our marketing strategy for life science course,
and today's topic is going to be a quick overview on market research.
0:14
Before we start, a few words about myself,
I am an independent consultant since 2002, I'm the author,
I've written two books on
market research and marketing strategy for life science companies,
I have graduate degrees both in Communications and Consulting Management,
and I specialize in life sciences.
Most of my projects are here in medical devices, biotech, pharma.
I work with companies from large pharma all the way down
to small startups and innovative companies.
0:46
Today's presentation, we will be going over five points.
We'll be going briefly over why it's important to do market research,
then we'll go over
three basic market research concepts that are very important to understand.
We'll talk a little bit about how you prepare your market research plan,
we'll talk about how you collect your data,
and we'll conclude by talking about ethics and market research.
1:12
Why do you do market research?
Well, there's two main people or
stakeholders that need the information for market research.
The first one is the organization.
We as an organization will need
the information market research to take optimal decisions.
You have to make your market research to
be able to make the best decisions for your organization,
because if you don't,
your mistakes will most likely cost you more
than engaging in that marketing research activities.
It's right about generating data,
to make correct decision, and minimize risks.
At the same time, you're doing that research for potential partners and investors,
because you want to demonstrate the validity of your marketing strategy.
You want to convince them of your investment opportunity,
and also you want to convince them that you
know the market that you're going to be attacking with your product,
that you know where you're going,
so you want to be able to convince them about the direction that you're taking.