Customer Opinion: Most Memorable Advertisements for Reagents & Instruments
|発行||Percepta Associates Inc.||商品コード||293583|
|顧客の見解：最も記憶に残る試薬・装置の広告 Customer Opinion: Most Memorable Advertisements for Reagents & Instruments|
|出版日: 2013年09月30日||ページ情報: 英文||
We set out to understand, at a top level, which life science suppliers are recognized in the industry for having the most memorable advertising, for reagents and for instruments. The questions posed to North American, European and Chinese audiences were:
The responses were unprompted and participants simply wrote in an online survey their supplier of choice. the questions were stated in English language for North America and Europe and in Chinese for China.
These questions were posed online to Percepta's global panel of active life science researchers in quarter 2 of 2013. The number of responses collected and analyzed are summarized in the table below.
Overall ten suppliers account for 85% of the global citations for most memorable life science reagent advertising:
Life Technologies shows a strong leadership position for advertising recognition in the reagents category with almost half the global situations. Beyond this Sigma-Aldrich is the only other supplier to garner more than 10% of global citations.
On a regional basis the leaders generally; mirror the global findings with a few exceptions:
See a listing of the top 20 reagent suppliers receiving citations for most memorable advertising by region, in the Appendix
Overall ten suppliers account for 83% of the global citations for most memorable life science instrument advertising:
Bio-Rad and Life Technologies tie for the global leadership position for advertising recognition in the instruments category with 21.2% of citations each. Thermo Fisher Scientific is the only other supplier to garner more than 10% of global citations.
On a regional basis the leaders are generally the same but with some position and share of mention differences:
See listing of the top 20 instrument suppliers receiving citations for most memorable instrument advertising, by region, in the Appendix
Asking researchers to state which suppliers they consider have memorable advertising is an interesting glimpse into which companies scientists believe, on a conscious level, have the "best" advertising.
Clear variation in opinion across geographical regions provides life science marketing groups with some insight into regional preferences woven together with supplier origins, history and also recent advertising activity in a given region.
However, we feel it is important for readers of this report to stop and consider how to use stated advertising preferences as opposed to advertising recall and researcher behavioral responses to advertising. What customers state as being important to them, when choosing a supplier for example, does not always reflect their subsequent behavior.
Attitude is assessed through stated preference. This allows us to understand customer's decision making process on a conscious level. Stated preference information is critical to understand as it is used to form messaging for advertising and communications.
At Percepta we offer a variety of ad concept testing methodologies which can be used to help guide and inform decisions on which concepts to run. Time spent researching various concepts, and their associated messages, upfront with your target audience, can make the difference between having a successful campaign, versus a mediocre campaign, versus the unthinkable campaign failure. If you want to improve your ranking for reagent or instrument ad memorability consider adding concept testing market research to your campaign planning in the future.
Few topics are as fiercely debated within life science companies as those about advertising concepts and messaging. The availability of market feedback can put such arguments to rest. At Percepta, our extensive background in developing, testing and implementing life science marketing campaigns globally makes us the ideal partner for your ad concept and message testing. Our fine-tuned approach repeatedly delivers value with qualitative and quantitative feedback that guides decision-making processers to ultimately support improved returns on your marketing investment downstream.
At percepta we offer a range of methodologies to evaluate core attributes of your marketing campaign, such as ad appeal, memorability and strength of desired call to action. After understanding the goals of your research, we will select and tailor a concept and message testing methodology to ideally suit your project goals, budget and timeline. We tailor one of the following methodologies for your research project:
Eye tracking - using advanced camera and computing technology to precisely measure visual behavior, eye tracking provides a range of analysis options and visualizations to answer a variety of advertising research questions.
Eye tracking research objectively measures customers' attention and spontaneous resp9onses to advertising. This method can observe, record and analyze a respondent's eye movements as they view a stimulus such as an advertisement.
Using this approach we can answer a variety of advertising research questions, including:
The findings from an eye tracking research study are supported with statistical analysis of precise visual behavior data and illustrated using gaze replay videos, heat maps and gaze plots. We recommend that interview and questionnaire feedback be incorporated to enhance the richness of the overall results.
2. Telephone interviews - this approach enables you to present concepts and/or messages to potential customers and get their feedback in real-time. The interviewer engages the interviewee in a qualitative discussion on the key attributes of importance to the campaign and to advertising in general.
3. Online survey - generally up to 4 different concepts and/or messages are presented and rated/compared by respondents in online survey format. Both quantitative feedback and qualitative comments are gathered using this approach.