Marketing to Life Scientists Navigating Channels Through Segmentation

Markets are not homogeneous. Life science customers vary on many dimensions and often can be grouped together on one or more characteristics. Suppliers need to identify which of these market segments they can serve effectively. Such decisions require the correct mix of two important elements: insight into consumer behavior and careful strategic planning. In the seventh edition of our best-selling report, Marketing to Life Scientists, we conducted an in-depth examination of the opinions and preferences of life science customers.

For the first time ever, the report features the results of a CHAID analysis (Chi-squared Automatic Interaction Detector), which is an established statistical technique used for market segmentation analyses. CHAID allows suppliers to identify the key drivers or influences in specific markets. These significant drivers can be any combination of survey variables: demographic, behavioral or attitudinal. The results of these analyses will enable suppliers to determine how best to promote different communications channels to niche markets.

Based on a 49-question survey of over 2,000 life scientists from North America, this report includes answers to the following critical questions:

1. How do life scientists typically learn about new products and services?

2. Which life science supplier is considered the "best-in-class" in each major promotional channel?

3. Where do customers turn to find information on companies and products?

4. How do life science customers prefer to receive information in order to make a purchase decision?

5. What patterns, trends and discrepancies emerge in how life scientists perceive and react to promotional techniques most commonly used by suppliers?

Publication Date: December 2005

Page Count: 238

Print Copy: $4,000

Company-wide Electronic Copy (includes print copy): $6,000

Price

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