1. Product Clinics Product Intelligence Competitor Intelligence
Market Intelligence
Customer Intelligence
Product Clinics
CHICAGO • DETROIT • FRANKFURT • SHANGHAI • BEIJING

2. When your whiteboard looks like a Post-It explosion…
Q1 Goals
Stronger price positioning
Better marketing and sell-in materials
Support demand creation at the retailers
Provide information to retailers that they may not know about their customers
Optimize product offerings, placement, and merchandising support
Uncover unique segmentation perspectives

3. …Martec has a unique “one-stop shop” solution to gather a range of shopper/consumer insights
Shopper Insights
Consumer Insights
Purchase Occasion
New Product/Concept Testing
Channel/Store Selection & Loyalty
Product Attitudes, Usage
Product
Clinics
Planned vs. Impulse Purchases
Price Elasticity
Market Basket
Brand Preference, Imagery and Loyalty

4. An approach that addresses comments from the “peanut gallery”…
Typically overheard “behind the glass”…
“What did the guy in the corner say?”
“OK, I get it, but my next question is…”
“How many of these are we doing? Are these results quantitative?”
“What were they pointing at…what didn’t they like?”
“We’ll have to wait and look at the video.”
“We really should have had more competitive product for them to look at.”

5. Clinics provide an immersed experience for clients and respondents.
Let’s customers “kick the tires” …
First hand evaluation of the concept in a competitive context
Ensuring a "closer to real" evaluation for both the respondent and the client
Accelerates the development cycle …
Puts clients at the point of information gathering
Forum for cross-functional discussion – accelerating exchange of ideas
First-hand and real-time feedback
Changes made mid-stream
Provides greater confidence to the team …
Combines elements of quantitative and qualitative research
Gathers “data” as well as explanatory “commentary”
Robust, well-rounded and immediate knowledge

6. Respondents participate in a multi-step research process.
Conjoint/DCM
Van Westendorp
MaxDiff 2
PC-Based/
Quantitative Survey
Entrance
Exit 1
Product Review
& Self-Admin Surveys
Entrance 3
Mini Focus Group
Evaluation of product concepts
Rate products – product issues, brands, service etc.
Simulated shopping exercises
Provides “raw” perceptions of products/ brands
Provides closure on specific issues of critical importance to product development teams
Possible improvements, unmet needs,...
Proposed, marketing & communication plans, brand names, etc.
Live feed to client viewing/meeting room

7. Multiple techniques are utilized.
Research conducted through one (or more) traditional clinic or several, smaller mini-clinics.
Traditional clinic
Typically 200+ participants over 2-3 days
Often conducted close to HQ for maximum stakeholder participation
Mini-clinics
Dispersed geographically to capture regional concerns/trends
Approximately participants per city
Various research techniques are utilized:
Sample Project Objectives
Participant Background
On-Line Survey
Simulated Shopping/Concept Assessment
Usability Lab
Small Group Discussion
Gather respondent demographics, behaviors, attitudes √
Assess reaction to EAS Powder Packaging concepts
Measure purchase intent and frequency
Identify pricing boundaries /optimal pricing
Measure shelf appeal
Assess usability
Assess package graphics

8. The optimal approach to clear the whiteboard is to conduct a Product Clinic.
Allows gathering both qualitative and quantitative feedback  
Incorporates elements of ethnographic observation, on-the-job use and qualitative research methodologies with traditional quantitative data gathering techniques
Ability to conduct “simulated” buyer experiences, concept tests, etc. without being “in the market”
A controlled research environment conducive to client engagement
Clients are “listening” and “watching” throughout various stages of information gathering
The ideal forum for cross-functional discussions; real-time feedback spurred by clinic participant comments and insights
Avoids liability and customer alienation concerns for respondents
More cost effective on a per respondent basis vs. comparable methodologies (focus groups, job site IDIs, etc.) the clinic method provides far greater volume of insights per respondent for same or lower cost

9. We are confident in our ability to add value to your strategic consulting efforts through our custom market research and analysis.
Contact
Chuck Bean
Partner
Direct: