Life Science Product Catalogs Maximizing Effectiveness in Print & Online

Reports of the demise of the print catalog are not only premature-but wrong. Life scientists continue to anticipate the arrival of new print catalogs, store them in prominent places within their labs and use them regularly. The paradox confronting suppliers, however, is that these same scientists also consider the online catalog to be superior to print by virtually every conceivable measure! Based on a survey of over 1,000 life scientists, this report is designed to assist companies in understanding scientists' expectations and preferences of print and online catalogs. It also details which media (online or print) is preferred for different uses-from gathering information on a vendor's new products to learning how to use a product. The survey responses are analyzed in terms of which elements of print and online catalogs are considered most important. Statistical analysis has been performed to understand the relationships between these attributes and how they affect a researcher's preferences, behaviors and the circumstances under which they are more likely to use one medium over the other. Media have a tendency to reinforce, rather than replace, one another. The degree to which one medium will play a supporting role to the other may vary by market segment and product category, but it is clear that both print and online catalogs will coexist for the foreseeable future. This report will improve the effectiveness of your marketing program by enabling you to design print and online catalogs that accurately reflect the ways in which scientists use them and integrate the features that customers find most valuable.  

The major objectives of this report are as follows:

> Determine which sources of product information are most useful.

> Identify which catalog features are most important.

> Ascertain how life science products are purchased.

> Discover which print and online catalog features are highly valued.

> Describe how print and online catalogs are used.

> Understand - from the user's perspective - their level of satisfaction with current print and online catalogs.

> Assess user preferences for print vs. online catalogs.  

March 2003, 123 Pages 

Publisher: BioInformatics 

To order go to this URL: http://www.bioportfolio.com/cgi-bin/acatalog/copy_of_bioinformatics_1.html#a29