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市場調査レポート

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

発行 Percepta Associates Inc. 商品コード 293583
出版日 ページ情報 英文
納期: 即日から翌営業日
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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
概要

当レポートでは、北米・欧州・中国のライフサイエンス研究者を対象に実施した、最も記憶に残る試薬・装置の広告に関するアンケート調査の結果に基づき、最も目を引く広告、無視される広告の要素、広告の視覚フロー、連絡先・ウェブサイトの情報、ブランディングの配置、効果的な製品情報、広告に対する顧客の見解について検証して、概略以下の構成でお届けいたします。

顧客の見解:最も記憶に残る試薬・装置の広告

  • 概要と主な調査結果
  • 広告コンセプトとメッセージ

最も記憶に残る広告:主な調査結果

  • 世界市場
  • 北米市場
  • 欧州市場
  • 中国市場
  • 概要:試薬
  • 概要:装置

付録

  • 最も記憶に残る広告を有するライフサイエンス試薬サプライヤー
  • Percepta Associates, Inc.について

このページに掲載されている内容は最新版と異なる場合があります。詳細はお問い合わせください。

目次

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:

  • Q. Which life science reagent supplier has the most memorable advertising? [free text]
  • Q. Which life science instrument supplier has the most memorable advertising? [free text]

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.

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Key Findings

Regents

Overall ten suppliers account for 85% of the global citations for most memorable life science reagent advertising:

  • Life Technologies (47.7%)
  • Sigma-Aldrich (10.3%)
  • New England Biolabs (5.3%)
  • Promega (4.5%)
  • Bio-rad (3.9%)
  • Qiagen (3.7%)
  • Thermo Fisher Scientific (3.7%)
  • BD Biosciences (2.1%)
  • Roche Applied Science (1.9%)
  • Abcam (1.7%)

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:

  • Life Technologies receives 60% of citations for most memorable reagents advertising in North America compared to 46% in Europe and 25% in China
  • Sigma's reagent advertising is perceived as most memorable by a higher number of respondents in China (20%) relative to North America (7%) and Europe (8%)
  • New England Biolabs is considered to have the most memorable reagent advertising by a higher number of respondents in Europe (9%) relative to North America (4%) and China (3%)
  • Bio-Rad's reagent advertising is viewed as most memorable by 6% of North Americans vs. 4% of Europeans and was not cited by Chinese respondents
  • The following suppliers have their strongest advertising memorability ratings in Europe - NEB, Promega and Qiagen
  • The following suppliers have their strongest advertising memorability ratings in China - Sigma, Thermo Fisher Scientific, BD Biosciences, TAKARA/Clontech and R&D Systems

See a listing of the top 20 reagent suppliers receiving citations for most memorable advertising by region, in the Appendix

Instruments

Overall ten suppliers account for 83% of the global citations for most memorable life science instrument advertising:

  • Bio-Rad (21.2%)
  • Life Technologies (21.2%)
  • Thermo Fisher Scientific (13.7%)
  • BD Biosciences (7.4%)
  • GE Healthcare (5.6%)
  • Eppendorf (5.3%)
  • Roche Applied Science (3.9%)
  • Perkin Elmer (1.7%)
  • Beckman Coulter (1.4%)
  • Illumina (1.4%)

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:

  • Bio-Rad receives it's strongest instrument advertising recognition in North America coming in first position with almost a third of overall citations. However, share of mentions drops to 17% in Europe placing Bio-Rad second and 11% in China placing Bio-Rad second also.
  • Life Technologies' instrument advertising is perceived as most memorable by a higher number of respondents in North America (27%) and Europe (22%) relative to China (10%).
  • Thermo Fisher Scientific's instrument advertising is perceived as most memorable by a high number of respondents in China (26%) placing them first for advertising recognition in this region. Lower levels of recognition in North American (11%) and European (9%) markets places Thermo Fisher third and fourth in these regions respectively.
  • The following suppliers have their strongest instrument advertising memorability ratings in Europe - Life Technologies, BD Biosciences, Roche Applied Science, Perkin Elmer, Illumina and Miltenyi
  • The following suppliers have their strongest instrument advertising memorability ratings in China - Thermo Fisher, Eppendorf, GE Healthcare and Agilent

See listing of the top 20 instrument suppliers receiving citations for most memorable instrument advertising, by region, in the Appendix

Perspective from Percepta

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.

Find What Resonates with Your Target Audience - Gather Objective Feedback Before you Invest

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.

Quantitative and Qualitative Approachers - Tailored to Meet your Needs

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:

  • Which ads are the most eye-catching?
  • Which elements of an ad tend to be ignored?
  • What is the visual flow of the ad?
  • Is contact and website information noticed?
  • Is branding placed in a visible location?
  • Which version of an ad conveys product information most effectively?
  • Do different audiences view an ad differently?

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.

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