QUANTITATIVE CASE STUDY:

Enhancing communications to increase product sales

 OBJECTIVE

Help a medical equipment manufacturer understand how to increase sales of three of its existing products - by providing a deeper understanding of target customer profiles, experiences, behaviours and needs.

The products were aimed at Type 1 diabetes sufferers, helping to improve their experiences of both insulin delivery and glucose monitoring, with none having had the uptake hoped for by the manufacturer.

 SOLUTION

A range of psychological questions were designed, and included in a quantitative survey which was completed by patients and caregivers in UK, France and Sweden.

Six key target groups were identified, with detailed psychological profiling and associated communications recommendations formulated, and included alongside analysis of target group experiences, behaviours and needs. 

After the debrief, a follow-up study was commissioned by the client; this would include further exploration of the psychological profiles of target customers.    

 KEY PSYCHOLOGICAL CONSIDERATIONS

The key approach was to identify specific consumer personality factors contributing to the lower than hoped for current uptake of products; the most important discovered related to anticipated regret, which is where people act (or don’t) to reduce the regret they experience or expect to experience regarding health behaviours.

The transtheoretical model of behaviour change was also key in understanding the stages different target consumers were at with regards potential purchase of products – and more importantly, helping to inform how best to move them closer towards purchase.  

“In all of his engagements, Chris has been an excellent thought partner. He has provided guidance and offered flexibility in his approach.”

- Research Director, Healthcare Research Agency