Case Study #11 : Product Development - Foodservice Equipment
Actual Studies, Real Results – Using Marketing Research to Grow Sales and Profits
Product Category
Business-to-Business – Foodservice Equipment
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Research Topic
Exploring Interest in a New Equipment Item for Foodservice
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Research Need
Foodservice Equipment Manufacturer desired research to learn interest in a potential new product they were considering importing and adding to their product line.
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Research Process
An advertising agency was pitching the food equipment manufacturer as a potential new advertising account. As part of their pitch, they recommended focus group research for the food equipment manufacturer. Prior to “signing” with the ad agency, the manufacturer agreed to use the agency to conduct the research. Focus groups were set up among key decision makers for both commercial and non-commercial foodservice operators. Don Heilala (moderator for Industrial Research Center) was contracted by the ad agency to moderate the focus groups.
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Results
The focus groups were observed live (“behind the mirror”) by key personnel from the agency and from the potential new manufacturing client. While designing the focus groups, discussing the process, and reviewing the results, the agency was able to demonstrate credibility and build a relationship with the potential client.
Based on the research results, the manufacturer decided not to import and market the new product, but they also decided to hire the advertising agency for their future advertising and research needs. Note: Focus groups are also an excellent opportunity for advertising agencies to improve client retention through client relationship building while observing the focus groups. Frequently, the client’s senior marketing managers/directors come to observe focus groups, offering the agency the opportunity to socialize at length with these key additional contacts. |
Links to Related Case Studies
Business-to-Business - Advertising Development
Business-to-Business - Focus Groups