Research Partner

Media Partners

Official Knowledge Partner

Identifying global targets

Abstract

All too often, marketers have a haphazard process for predicting targets; this can result in sub-optimal positioning strategies for newly launched products, as well as weak messages and other brand identity elements for in-line products. In an era of tighter regulatory approvals, shorter brand life cycles and fewer launch opportunities, it is critical for market research and other commercial functions to get it right the first time.

This session will provide attendees with a systematic method for identifying global targets in today’s evolving marketplace. Using case studies to bring our points to life, we will walk attendees through an interlocking process that will...:

• illustrate how to identify and understand targets through useful, predictive segmentations
• harness this targeting to develop relevant positionings and messages
• arm attendees with reliable testing approaches that can predict optimal positionings and messages.

By contrast, commonly used approaches often leave marketers and researchers with more questions than answers. We will look at the value of:

• starting with representative sample to identify and size targets accurately
• drawing on insight mapping and A&U studies to understand the market contours
• using segmentation wisely – as a means to an end rather than an end in itself
• embedding qualitative methodologies within a quantitative research design to bring targets to life
• applying a range of qualitative and quantitative techniques, including forced choice exercises, to test positioning strategies.

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Katherine Binns

Katherine currently heads the Pharmaceutical Custom Research group at Knowledge Networks. She has more than 15 years experience in healthcare market research; with extensive experience in the areas of pharmaceutical landscape mapping, branding and positioning; sizing and segmentation; new product introductions; and competitive analysis. Prior to Knowledge Networks, Katherine held a variety of positions with Harris Interactive, most recently leading their Healthcare Practice, where she also led Strategic Health Perspectives, an environmental scanning and forecasting service for the healthcare industry and health policy leaders.

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