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Case study: How we helped strengthen brand perception through real-time insights from ophthalmologists at conference



The challenge

Our client wished to conduct conference research to evaluate reactions to their ophthalmic technology as a result of a new product launch, to measure awareness of their other portfolio of products within ophthalmology and see how they compared to competitors.

Strengthening brand perception through real-time insights from ophthalmologists at conference- case study
Strengthening brand perception through real-time insights from ophthalmologists at conference- case study



The challenge

Our client wished to conduct conference research to evaluate reactions to their ophthalmic technology as a result of a new product launch, to measure awareness of their other portfolio of products within ophthalmology and see how they compared to competitors.

The solution
We used our Conference Live approach, employing a mobile research methodology to gain real-time insights. Short mobile interviews (via smart phone / tablet device App) were conducted amongst ophthalmologists before, during and after the conference. Our mobile research platform allowed for flexible and timely questionnaire compilation, and the ability to record respondents’ spoken answers meant our client could gain rich qualitative information, which may not have been possible using traditional techniques.

The outputs
Insight into pre-conference and post-conference perception of their brand meant our client was able to assess their positioning within ophthalmology based on the contributions they made at conference. Message recall worked particularly well in this instance as our client was able to understand how much noise they were making, and whether their marketing activity around product launch resonated well with their audience.

In addition, real-time insights from physicians meant almost immediate feedback for brand teams on their performance and provided further insight into ways of improving their marketing activity at future conferences.

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