Abstract
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?
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