Case Studies

Case-Studies-1100

Case Studies

Research Background

  • An Australian food company wanted to test the most appealing logo and convincing claims for Chinese consumers on their meat products package, they divided the research into 2 parts, the qualitative part is to find out the top 3 favorite logo and claims, the quantitative part is to choose the most popular one among the 3 chosen in part 1.

Research Methodology

  • Qualitative part: FGD (2 hrs)
  • Quantitative part: Online survey (15 mins)

City Coverage

  • Shanghai, Guangzhou

Target Audience

  • Female aged 25-54 yrs old
  • Primary household grocery shoppers
  • Monthly household income above 15,000 RMB
  • Regularly buy imported food products:
    • Meat – beef, lamb
    • Dairy – milk, cheese, powdered milk, infant formula
    • Fresh fruits and vegetables
    • Vitamins and mineral supplements

Research Results

UniqueView finished the job including recruiting, fielding, date cleaning, etc. The research findings help client figure out which is the best logo and claim to be furnished on their package for the Chinese market, and how they can better guide the sales.

Research Background

  • A European major duty free shopping company wanted to open a new duty free store in Italy. They wanted to investigate Chinese target consumers’ shopping habits and their interest in various concepts for the store and some marketing, and advertising, concepts for the store, and it’s online version. They also wanted to understand their customers experience shopping of duty free shopping in Europe.

Research Methodology

  • FGD: 2 hrs
  • Sample size: 4 groups of 8 respondents

City Coverage

  • Phase 1: Shanghai, Hangzhou
  • Phase 2: Shanghai

Target Audience

Phase 1:

  • Have travelled internationally at least once in the past year
  • Have visited Europe before
  • Have purchased luxury goods in the past year at least 4 times, either at home or abroad
  • Have online shopping experience (doesn’t need to be travel related)
  • Are enthusiastic and confident about giving their opinions on websites and innovative services
  • We’d like a mix of travelers with the following types of travel experience in each group:
    • A complete package that included airfare, accommodation, airport transfers, a tour guide and sightseeing tours
    • A package that included air fare and accommodation only, but where you might also have bought optional tours and visits separately
    • Bought airline ticket and accommodation separately

Phase 2:

  • 50% men and 50% women
  • Have travelled internationally in the past 3 months, with a limit of 3 per group who have been to HK/Macau
  • Have travelled at least 5 times in the past 3 years (we want people with experience of shopping when they travel).
  • Within each gender, 3 groups with consumers qualified to talk about these issues:
    • Beauty, leather, fashion – respondents will buy at least 2 of these categories
    • Liquor and tobacco – respondents will buy either or both of these products
    • Watches – will include both fashion watches and fine watches
  • Consumers in the relevant categories – have bought products within the category on previous trips abroad:
    • Beauty – bought beauty products on their last trip to a value of at least at $US80 or more.
    • Liquor – bought alcoholic beverages by the bottle from a retail store on their last trip with a minimum value of $US20 for any individual product.
    • Tobacco – smokers who bought cigarettes by the carton on their last trip.
    • Leather – bought at least one item on their last trip valued at $US500 or more.
    • Fashion – bought at least one item of fashion on their last trip valued at $500 or more.
    • Watches – bought a watch on their last trip, with half spending up to $800 and half spending more than $2000

Research Results

UniqueView handled the fieldwork for this project including:

  • documents translation
  • recruitment and respondent management
  • moderation
  • simultaneous translation
  • facilities
  • other fielding services

The research outcomes helped our client:

  • decide the best way to present their products and enhance their customers online shopping experience and promotions
  • find out the target audience’s willingness to use both the online and offline shopping.
  • gain sense of how appealing the concepts presented for both the online, and offline shopping, are for their potential customers.

Research Background

  • A premium, luxury auto company wanted to analyze their brand in China. They, also, wanted to gain insights into their customers, and potential customers, needs and key purchasing decision drivers. The overall objective of the research was to help them with their marketing strategy for the China market.

Research Methodology

  • IDI: 90 mins
  • Sample size: 37

City Coverage

  • Beijing, Shanghai, Guangzhou

Target Audience

Own buyers (from client’s list):

  • Aged 25-40 yrs old
  • At least 50% have children living with them in the household
  • At least 5 females
  • They are the principal decision maker / primary driver of that vehicle
  • They own an SUV according to the following split:
    • 3 own a [auto model]
    • 3 own a [auto model]
    • 3 own a [auto model]
    • 3 own a [auto model]
    • 3 own an [auto model]
  • Have bought/leased their car from NEW within the last 3 years
  • All like or are neutral towards the
    brand
  • All are looking to buy another SUV in the premium
  • category within the next 4 years
  • Equal split across price bands: ¥ 400,000 – 649,999; ¥
  • 650,000 – 1,199,999; ¥ 1,200,000+

Potential buyers:

  • Aged 25-40 yrs old
  • At least 50% have children living with them in the 
household
  • At least 4 females
  • They are the principal decision maker / primary driver of 
that vehicle
  • Are currently owning an SUV or a car which they bought / leased from new within the last 3 years
  • They own one of the following vehicles according to the following split:
    • Non-LR Premium SUV: Audi Q5, Q7; BMW X1, X3, X5; Volvo XC90; Mercedes ML; Porsche Cayenne; VW Magotan, Buick LaCrosse, Toyota Camry
    • Non premium SUV: VW Tiguan, Touareg; Honda CRV, Nissan Qashqai
    • Premium car: Audi A4, A5, A6; BMW 3, 5, 6
  • All those vehicles could be imported or local versions as long as it is noted for each respondent.
  • All are looking to buy a premium SUV within the next 4 
years
  • All like or are neutral towards the Land Rover brand
  • Equal split across price bands: ¥ 400,000 – 649,999; ¥ 
650,000 – 1,199,999; ¥ 1,200,000+

Research Results

UniqueView fulfilled the fieldwork services for this study. The research results helped the client understand effective ways to increase brand awareness in China for their target market. The results, also, helped our client gain insights into how their target audience feel about their brand, way to improve their image and acceptance in China and, most importantly, how to promote themselves for their next marketing campaign in China.

Research Background

  • A large medical device company have developed an upgraded, new version of equipment designed for operating procedures. They wanted to understand how surgeons and procedures work in China’s level 3 hospitals and see respondents reaction to the adapted device. There were 2 phases to this study:
    • Phase 1: Test the product
    • Phase 2: Test concepts

Research Methodology

  • Phase 1: IDI (1 hr)
  • Phase 2: IDI (1 hr)

City Coverage

  • Phase 1: Shanghai, Ningbo, Chengdu
  • Phase 2: Shanghai, Ningbo

Target Audience

Phase 1-

“Scrub Techs“:

  • Responsible for assembling devices and getting the Operating Room ready for surgery
  • Responsible for assisting surgeons in surgical procedures
  • Assist in assembling Energy Devices:

Central Sterile:

  • All will be involved with reprocessing devices as part of their daily activities

OR Directors or Procurement Officers:

  • Must have responsibility for deciding what surgical devices to purchase for the hospital (or serious input)

All will be:

  • From a Community-based teaching or non- teaching hospital OR a University affiliated hospital
  • In their current position for at least 2 years
  • Working in a facility has a minimum of 5 operating rooms
  • Working in a facility has at least 100 beds
  • Employed FT – some may be PT with 20+ hours/wk
  • All device reprocessing (cleaning and sterilization) should be conducted respondent’s facility
  • Facility uses steam sterilization (has access to autoclave)

Phase 2-

Purchasing Decision Makers (Associate Director, Director or Manager):

  • Title: VP or above
  • Responsible within their hospital for and/or involved in the purchase of (or acquiring) surgical devices such as Harmonic, Ligasure, Thunderbeat, etc

OR Managers/Directors:

  • Title: VP or above
  • Responsible for the managing the staff and day-to-day processes of operating room/theater
  • Responsible for deciding which surgical devices (such as Harmonic, Ligasure, Thunderbeat, etc) are to be used within the OR

All will be:

  • From a Community-based teaching or non-teaching hospital OR a University affiliated hospital
  • In their current position for at least 2 years (non-clinical)
  • All device reprocessing (cleaning and sterilization) should be conducted respondent’s facility

Research Results

UniqueView has worked with this client for a long time. Our fielding included:

  • documents translation
  • recruitment and respondent management
  • moderation
  • facilities
  • other fielding services

The research aimed to:

  • gain a greater understanding of their customers with the target range of hospitals
  • hear their user’s reaction to the device
  • to help improve the user experience
  • and find the right channel and price to position the product being tested in the China market.

The results also helped them find the best way to promote their products and evaluate the potential concepts for the next version of the equipment.

 

Research Background

  • A famous, luxury cosmetics brand was conducting international brand analysis to support repositioning their products and aid their marketing strategy.

Research Methodology

  • Accompanied interviews + FGD
  • FGD duration: 3 hrs
  • Accompanied Shop Duration: 40 mins

City Coverage

  • Beijing, Nanjing, Chengdu

Target Audience

Own buyers:

  • Female aged 25-50 yrs old
  • Household income above 300,000RMB
  • Bought client’s facial care products in the past 12 months
  • All buyers for themselves

Competitive buyers:

  • Female aged 25-45 yrs old
  • Household income above 300,000RMB
  • Bought listed brand (exclude client’s) products in the past 12 months
  • All buyers for themselves
  • Know, and not rejecters of, client’s brand

Research Results

UniqueView completed the fieldwork within a week. The results helped our client:

  • gain an overall evaluation of its brand
  • support their marketing strategy
  • improve their customers experience
  • Identify ways to further boost the sales and improve their brand image
  • improve their USP to compete with their competitors.

Research Background

  • A world-leading smartphone brand wanted to explore potential customers awareness of various aspects of a technology, including how they understand different brand values. They wanted to understand consumers’
    • expectations about technology in their daily life.
    • Important factors, and influences, in their smart phone buying decision
    • Factors, in additions to phone specs, that ware important in their purchase decision, such as company ethics, and social responsibility.
    • Their ideas on future trends in the industry

Research Methodology

  • Phase 1: 5 FGD with each lasting around 2 hours
  • Phase 2: 8 IDIs, 2 respondents in each group from 4 out of 5 groups in phase 1. Each interview lasts 1.5 hours

City Coverage

  • Shanghai

Target Audience

Phase 1

  • Aged 16-36 yrs old
  • A mix of males and females
  • Preferred responsible and ethical technology
  • Preferred technology which could help them discover new things
  • Preferred constantly advanced technology brands
  • Intending to buy a smartphone in the next 6 months
  • Middle or high tier owners

Phase 2

  • Respondents that already participated in phase 1
  • A mix of males and females
  • A mix of smartphone brand users

Research Results

UniqueView fulfilled the fielding services for this project, including recruitment, respondent management, facilities, translation and moderation.

The research helped our client understand the consumers’ expectations of the technology brand and, also, how they assessed the performance of this brand in China. The results revealed the participants preferences for particular groups of brand values, from a selection of various options.  This understanding would then be considered by our client in their future branding strategy.

Research Background

A worldwide refrigerator compressor company want to innovate and dive more into clients’ side to help with the following aspects:

  1. Identify ways to produce market differentiation against competitors
  2. Identify consumer needs for future development
  3. Identify business partner needs for market differentiation

And they set goals to be achieved for each type of respondents:

Stage 1 – Qualitative

  • For End-users:
    • Overall appealing factors
    • Unique benefits offering
    • Advantages over current product and available offerings
    • Importance of benefits communicated and needs resolved
    • Premium can be paid to this benefits
  • For OEMs:
  • Overall appealing factors Differentiation
Unique benefits offering
  • Barriers to adoption
  • Impact on their current production line
  • Potential future for commercialization
  • For Retailers:
    • Overall appealing factors
    • Competitive advantage
    • Unique benefits offering
    • Impact on their current product offerings
    • Benefits communicating and potential acceptance from consumers

Stage 2 – Quantitative

  • Check consumers’ sensitiveness to price of each added-value feature

Research Methodology

Stage 1 – Qualitative

  • End-users: 24 (2.5 hours) ethnography interviews (in home + accompanied shopping)
  • OEMs: 4 (1 hour) phone interviews
  • Retailers: 6 (2 hours) IDI

Stage 2 – Quantitative

  • 1,600 online surveys

Overview:

  • For End-users:
    • Overall appealing factors Unique benefits offering
    • Advantages over current product and available offerings
    • Importance of benefits communicated and needs resolved
    • Premium can be paid to this benefits
  • For OEMs:
    • Overall appealing factors Differentiation
Unique benefits offering
    • Barriers to adoption
    • Impact on their current production line
    • Potential future for commercialization
  • For Retailers:
    • Overall appealing factors
    • Competitive advantage
    • Unique benefits offering
    • Impact on their current product offerings
    • Benefits communicating and potential acceptance from consumers
  • Stage 2 – Quantitative
    • Check consumers’ sensitiveness to price of each added-value feature

City Coverage

  • Shanghai, Beijing and Chengdu

Target Audience

  • End-users:
    • Male and female
    • 25-59 years’ old
    • Working in refrigerator retailing sector
    • Personally responsible for refrigerator sales and marketing
    • Have been working in current position for over one year
    • Have been working in the industry relating to refrigerator for over 5 years
  • OEMs:
    • From client’s list
  • Retailers:
    • Male and female
    • Not working in relevant and sensitive industries
    • 25-59 years’ old
    • A good mix of household composition and working condition
    • Purchased a brand new refrigerator in the past 12 months
    • Have purchased specific types of refrigerator, including Side by side, French Door, Top Mount, and Bottom Mount
    • Key decision maker or joint decision maker when purchasing
    • Don’t put price/cost as the top consideration when purchasing
    • Key user or joint use of refrigerator at daily life
    • Middle to high household income (Above 8,000 RMB in Chengdu, and above RMB 15,000 in Shanghai and Beijing)
    • All to be open to new ideas, particularly creative and articulate

Deliverables

The deliverables for this project include the following:

Qualitative Research:

  • English recordings of interviews from end-users, OEMs and retailers
  • Full report

Quantitative Research:

  • Online survey data input
  • Full report

Research Results

In qualitative stage, the research helped our client understand their potential customer’s perspectives on:

  • Refrigerator usage
  • Purchasing considerations and motivations
  • Purchasing behaviors
  • General price considerations
  • Would consumers pay a premium for value-adding features?
  • Value propositions & applications per type of refrigerator

In quantitative stage, the research tested new technical features and helped our client:

  • Define end-users’ needs & current users’ problems
  • Find out which combination of features would be best for consumers, including noise, food life, freezer burn, energy efficiency, multi-temperature compartments
  • Identify differentiation criteria to hedge against competition

Research Background

  • An international daily supply brand wanted to define the ideal cleanser properties (performance, sensory) to guide product development in ongoing projects as well as in future initiatives, to convert competitor users to end users.

Research Methodology

  • 24 (2 hour) in-home interviews (interview + observing participants facial cleansing routines)
  • Product placement + diary
    • leave products to respondents to use for 7 days and working on online diary every day
    • Each day, the respondents will need to spend around 60 minutes to complete the online task
  • Follow-up phone discussions with all participants in step 2

Step 1 – one-on-one in-home interviews and each interview will last around 2 hours

Initial F2F (sitting room, 35min):

Introduction

  • Your skin: likes, dislikes, tensions, ideal kin. Deep dive into each mentioned attribute: What is it? How do you assess it?
  • Skin and seasonal changes
  • Skin and pollution
  • Focus on cleanser: brand, SKU, why chose, Nivea vs. others, mood board
  • For make-up users: products used, how remove, how satisfied?
    • Show skin products in bathroom and bedroom (10 min): check benefit and storage of each product
    • Face routine observation in bathroom / bedroom (30 min). Non users display first own routine, then given a ***** cleanser and asked to use spontaneously. If habit different morning / evening or with / without make up, all habits should be displayed. Make-up users are asked to apply the make up first and then show make up removal habit.
    • Technical measurements: Product amount used, time on each step (can be read from video), water amount (flow x time), water temperature, temperature in the bathroom, humidity in the bathroom
    • It is critical that the agency conducts a detailed analysis of the overall routine and especially the
      cleanser step, coming up with a pattern per group which allows to compare patterns across groups

Post usage F2F (sitting room, 40min)

  • Product and skin feel, look and smell before, during and after use. Support with pictures
    • How evaluate?
    • Likes/dislikes
    • Benefit
    • Consumer truth: how does the cleanser work?
    • Compared to other cleansers used, to soap…
    • Frequency: why not more odor?
    • If not mention: let’s talk about mildness
    • Males: Mood while cleansing (fun?): Which product do you have most fun using? Why? Clarify observations (ideally show the relevant cut in the film, only if not too Nme disrupting) • Deep dive cleanser (support with projective technique for visual associations, agency to propose):
  • Check routine variation across seasons
    New format exploration (sitting room, 15min): show new formats one other the other. They can open it, touch it, apply on the skin… whatever they want
  • Capture first reaction: first observe, then ask “what do you think?”
  • Benefit: “what do you expect this product to do for you?”

Step 2 – product replacement + online diary

  • Diary will be designed after interviews using the attribute and the language we heard from consumers (individualized). Non users get corresponding ***** sku (blinded)
  • Daily product use / routine (tick the box)
  • Intensity and satisfaction with key attributes, overall satisfaction, at fixed points during day (push reminder): for example, after getting up, immediately after morning face routine, late morning, before lunch, late afternoon, evening, before face routine, evening, before going to bed, after 2 hours, or every 2 hours
  • Key daily activities (tick the box, i.e. indoors, outdoors, city, nature, air condition, work, fun…)
  • Environmental conditions (temperature, humidity, pollution level), to be provided by agency
  • Selected interviews on the phone to clarify diary data after diary analysis (plan for 30min per panelist)

City Coverage

  • Shanghai, Beijing and Wuhan

Target Audience

  • Males aged 20-40
  • No skin allergies (std exclusion questions)
  • Dry shaving
  • Mixed China 1 and 2 (as per income)
  • Users (at least 1 week in P3M)
  • Make purchase decision
  • At least 1 per leg claim to be concerned about acne and / or blackheads
  • Currently using the products as per table below (at least 1 week in P1M)
  • Non-users (Track current cleansing habit (soap, shower gel, water…), no exclusion criteria)
  • Some degree of cosmetic involvement (does not reject cosmetic products in general)
  • 3 have never used in the past a cleanser to wash their face
  • 3 have used at some point in the past a cleanser, stopped using however at least 6 months ago

Deliverables

The deliverables for this project include the following:

  • Kick-off meeting with client’s team
  • Initial draft of screeners and discussion guide for step 1,  dairy template in both English and Simplified Chinese for step 2, and discussion guide for step 3
  • Weekly update on fielding progress
  • All project management and quality control
  • Draft of final analysis and presentation of recommendations
  • Overall final report and reports with detailed findings presented in PowerPoint presentation in English only.
  • Close collaboration and discussions with the client team to facilitate knowledge transfer and to discuss our recommendations

Research Results

The research helped our client:

  • Understand the detailed usage behavior, attitudes and needs in the face cleanser
  • Define consumer language of product attributes and identify gaps in those attributes for current products in the market
  • Identify gaps in those attributes for current products in the market
  • Understand detailed usage habit
  • Explore potential and benefit associations of new signals/sensory prototypes, a.o. “foaming”
  • Understand fun component of cleansing, current and ideal
  • Specifically for females: understand tensions and compensatory behaviour by make-up removal
  • Explore potential and benefit associations of new signals/sensory prototypes (foaming)
  • Identify the Winning Product by a Blinded Test

Research Background

  • An international airline would like to reveal the experiences, options and motivations of the business class passengers and to better understand the reasons of people who don’t choose to fly with this airline.
  • The purpose of the study was to designate the experiences, happiness and unhappiness causes, expectations from the brand, the perception of prestige of passengers who has a competitor’s frequent flyer program membership and chooses to fly with a competitor airline and why they choose competitor airlines instead of this airline.

Research Methodology

  • 4 Focus Group Discussions with each lasting around 2 hours

City Coverage

  • Shanghai

Target Audience

  • 25-50 years old
  • Business Class Passengers (those who prefer business class both for job & vacation related reasons)
  • From 10 business class flights at least 5 needs to be for vacation reasons and respondent have to pay for it; it should not be paid by his company

Research Results

UniqueView was responsible for the full service of this project. The research findings helped our client to get familiar with Chinese business class passengers’ habits, to help them understand how to improve their business class facilities and service compared with other competitors. It also helped them gain relevant consumers’ insights to help build a localized mix to better fit the Chinese market.

Research Background

  • Two international companies were working together on the development of supplements targeted at pregnant women. This research project was focused on product delivery formats. Their teams were exploring different possible product delivery formats and required feedback from their target audience on their preferences from each of the four formats and any difficulties they encountered with using them so they could make a better decision on which of the four formats to move forward with.

Research Methodology

  • 3 FGDs x 2.5hrs – recruit 8 respondents for 6 per group with pre-task

City Coverage

  • Shanghai

Target Audience

  • Women aged 20 to 35 year old with a good spread
  • None to be single
  • At least 50% working either part or full time
  • All to belong to middle class and above
  • All to be pregnant in their first trimester with no specific pregnancy-related problems
  • All to be first-time moms
  • All currently take some dietary supplements for their pregnancy (e.g. iron, folic acid…)
  • None to reject any of the 4 following formats: pouch, sachet, bottle, chewing tab
  • All agree to do a pre-task prior to the groups consisting in bringing their current supplement with a short recap on what they like / like less about this product/packaging + bringing Do’s and Don’ts medicines / supplements based on the convenience / ease of use they provide

Research Results

  • UniqueView was entirely responsible for fielding of the project. The focus groups helped our client to better understand which formats to go ahead with and how to optimize the formats in order to meet the needs of pregnant women in terms of supplements.

Research background

  • One of the world’s leading beer brands identified a clearer business growth opportunity in appealing to younger age groups both M&F, 18 yrs to 29 yrs via pack designs.
  • To help implement this strategy, our client has explored the need to develop a deeper understanding of most attractive packages communicating cues that appeal to youth in beer & adjacent categories.

Research methodology

  • UniqueView conducted 4 focus group discussions with young respondents in Shanghai and Guangzhou.
  • Each group lasted around 2 hours.

City Coverage

  • Shanghai and Guangzhou

Target Audience

  • 18-29 years old
  • Male and female
  • Regular beer drinker and drink beer in the past 14 days
  • Key decision maker for beer selection and purchase for in-home consumption and in-restaurant consumption
  • Paying attention to Design/Brands/Packs aesthetics fitting young generation appealing codes & expectations

Research Results

UniqueView was responsible for fieldwork of this project. The research findings helped our client:

  • Gain in-depth relevant & powerful understanding of what drives the younger generations appealing to package purchase
  • Understand in particular how young generations interact and decode beverage & beers packaging cues.
  • Discover what packaging cues are
    • inspiring
    • relevant
    • powerful
    • meaningful
    • creating bonds & appealing to them
    • beyond what is today fashionable & trendy
  • These useful information helped our client in their packaging strategy

Research Background

  • UniqueView worked with a leading hotel chain to conduct a website test on their new online booking system to evaluate general usability within this area of the website and identify other potential areas in which it could be improved.

Research Methodology

  • 30 IDIs, each lasting 1 hour

City Coverage

  • Shanghai, Beijing and Guangzhou

Target Audience

  • High-end hotel customers, with previous experience making hotel reservations online

Research Results

UniqueView was responsible for carrying out the 30 interviews with respondents whilst they went through the booking system on the website. The research findings helped our client:

  • evaluate general usability of their new booking system
  • gain valuable feedback on users’ experience on the newly launched online booking system
  • find out difficult-to-use parts which could be improved
  • explore users’ likes and dislikes about this online booking system

Research Background

  • A leading car manufacturer wanted to test campaign ideas for future communication with target audience

Research Methodology

  • 4 groups x 2.5 hrs
    • First, flash interviews with each respondent lasting 45 mins
    • Right after the flash interview, a collective group discussion lasting 105 mins
  • 10 respondents recruited per group
  • Web streaming for all groups

City Coverage

  • Shanghai
  • Chengdu

Target Audience

  • Good spread of genders and ages
  • All own a car newly purchased in the past 3 years and intend to purchase another one in the next 2 years
  • Half of the groups are brand owners and half are competitor owners
  • Ensure a good spread of the models in each group

Research Results:

UniqueView conducted all the recruitment and fieldwork for this project and the research results helped our client better understand directions to move forward in terms of communication strategy.

Research Background

  • A leading car manufacturer intended to explore improving their global after-sales service potential for car lines. They generated a number of implementation ideas and wanted to check the preference from their lost customers. They were also looking for areas where those ideas could be enhanced.

Research Methodology

Phase 1

  • 3 focus group discussions each lasting 3 hours

Phase 2

  • 3 focus group discussions each lasting 2 hours

City Coverage

  • Shanghai

Target Audience

  • Good spread of car owner segments
  • 100% Men
  • All between 30 and 65 years old with a good spread
  • Ensure a good spread of family (with/without children) & working situations
  • All are the main driver of their car
  • In each group:
    • 50% who have been owning their car for 2 to 4 years
    • 50% who have been owning their car for 5 to 9 years
    • Good spread of the car residual value/trade-in value
  • All are responsible for deciding where to take their car for maintenance/repair
    • All recognize this car brand auto center but are either mixing with other places (independent car workshop/garage) or are lapsed users
  • All have taken their car for maintenance (e.g. check-up, oil change…) or wear (e.g. change of tyres…) in the past 6 months
  • All open, creative, articulate

Research Results:

UniqueView conducted all the fielding for this project and the research results helped our client understand:

  • the China after-sales market from the perspective of their lost customers
  • guidelines for the implementation strategy of their after-sales service in China going forward

Research Background

One of the leading medical device companies intended to get knowledge of A-grade hospital purchasing process and their expected price for devices with new technologies that suit China market, especially over hospitals

Research Methodology

Face-to-face in-depth Interview in our facility

Target city

Shanghai

Sample size

  • 16 in total
  • 8 surgeons including General Surgeons, Gynecological Surgeons,  Colorectal Surgeons,  Gastric/Bariatric Surgeons and ENT Surgeons
  • 8 Economic Providers including Procurement Director, Operating Room Director, and Vice Principle in charge of procurement

Key respondent criteria

Surgeons:

  • Must have been in surgical practice no less than 3 years, and no more than 25 years
  • Must routinely perform more than one type of procedure
  • Must perform at least 6 procedures per month
  • Must from 3A hospitals
  • Must use some form of bi-polar and/or advanced energy device among common procedures
  • Must be familiar with the concept of re-using devices
  • Must have the ability to influence Energy instrument purchase choice

Economic Providers:

  • Must have been in current position for at least 1 year
  • Must be primarily affiliated with a S1 or S2 hospital
  • Must be responsible for at least 5 OR surgeries
  • OR cases must include:  general, GYN, colorectal, gastric/bariatric or ENT surgery
  • Must be familiar with “reprocessing” concept concerning energy devices used in surgery
  • Must be responsible for all aspects of OR operations with some responsibility or accountability of the function AND for the surgical lines of general, GYN, colorectal, gastric/bariatric or ENT Surgeries
  • At a minimum, make recommendations on the selection and purchasing decisions for OR equipments and supplies

Project objective

The worldwide medical corporation initiated a research to:

  • gain a deeper understanding of Chinese surgeons’ attitudes, behaviors, beliefs, and expertise related to open/hybrid thoracic lung procedures, inclusive of vessel ligation, and bronchus and parenchyma transection.
  • identify unmet needs to be addressed by new product solutions based on these attitudes, behaviors, beliefs, and techniques.

Methodology

Face-to-face in-depth Interview

Target cities

Shanghai and Beijing

Sample size

16 in total (8 per city)

Key respondent criteria

  • In practice full-time for more than 2 years post-residency but less than 30 years
  • At least half must be Chief/Vice Chief Director
  • All are Thoracic Surgeons with focus on lung procedures
  • Must be from a 2A or 3A hospital
  • None from same practice/hospital
  • Perform at least 5/month of the procedures combined: Pneumonectomy, Lobectomy
  • All perform “Open/Hybrid” procedures
  • All create an incision greater than 4cm during procedures
  • Must be the primary surgeon doing cutting (vessels, parenchyma, and bronchus) surgery

Project objective

In order to understand the online purchasing process of hair dryer products, an international technology corporation launched a study.

Methodology

Pre-recruited CLT online interview

Target cities

T1 (Shanghai), T2 (Fuzhou) and T3 Cities (Weifang and Deyang)

Sample size

N=600 (n=150 per city)

Key respondent criteria

  • Female aged 25-45
  • Purchased a brand of hair dryer product in the past 2 months ONLINE
  • Key decision maker
  • Middle to high income level locally (HHI > 15,000 in Shanghai, HHI > 8,000 in Fuzhou, and HHI > 4500 in Weifang and Deyang)

Key quality control methods applied

  • Provision of ID card with personal information
  • Provision of online transaction record after screening
  • Provision of receipt if purchased from some big online dealers
  • Provision of pictures of hair dryer in consistent with purchase record

 

Research Background

  • UniqueView worked with one world famous wine producer to conduct brand-tracking study every six months to understand its brand performance and evolvement, especially before and after an intensive advertising campaign. Advertisement effectiveness was also evaluated in our project.

Research Methodology

  • 1,000 samples per 6 months

City Coverage

  • Beijing and Xiamen

Target Audience

  • Male aged 25 – 45 years old
  • MHI > RMB 10,000 in Beijing and MHI > 8,000 in Xiamen
  • Imported alcohol consumers – purchase at least every 3 months
  • Key decision makers for alcohol purchase
  • Imported alcohol drinkers – at least once a month

Research Results

UniqueView was responsible for full-service in China and the research findings helped our client:

  • get a holistic picture of its brand performance and evolvement
  • target consumers profiles and measure the effectiveness of latest advertisement campaign

Research Background

  • A world famous alcohol company conducted a survey about consumers’ awareness of its subsidiary brand.

Research Methodology

  • 1,000 CLT+PAPI

City Coverage

  • Beijing and Xiamen

Target Audience

  • Male aged 25 – 45 years old
  • MHI > RMB 4,000
  • Imported alcohol consumers: Brandy/Whiskey/Jin/Vodka/Rum, etc. (excluding people only drink beer)
  • Frequency of imported alcohol purchase: at least 2-3 times per month

Research Results

UniqueView has accomplished full-service job including fielding, translating and data entry. The research findings help client understand the insight on this brand and market acceptance of this brand.

Research background

  • A world leading beauty manufacturer decided to launch a newly developed night cream in China.

Research methodology

  • 12 products in-home placement were conducted, followed by a 2-hour in-home interview

City Coverage

  • Shanghai

Target Audience

  • Female, 25 – 45 years old
  • Monthly household income > 25K RMB
  • Regular users of premium facial care products, including Chanel, Dior, Lancome, Clarins, etc.
  • Use facial cream every day

Research Results

The project helped our client understand the perception and acceptance of the newly developed cream and also guided their directions for improvements.

Research background

  •  A world leading fashion group was trying to get ideas of the current performance of one of its key premium luxury brands in China in the following dimensions:
    • Understand what the brand stands for as a whole within the family brands
    • Understand how each segment of the brand offer – fashion, fragrances, accessories – contributes to the overall brand image
    • Understand how to reinforce the brand desirability and statement as a strong and unique subsidiary

Research methodology

  • 8 Focus group discussions with each lasting around 3 hours
  • 6 In-home and in-store interviews with each lasting around 3 hours
  • 2 In-home interviews with each lasting around 1.5 hours
  • 1 Expert interview lasting 1 hour

City Coverage

  • Shanghai

Target Audience

  • Male and female aged 18-35 years old
  • Annual household income >800K RMB
  • P18M have purchased at least 5 fashion items (at least 2 clothing items and 2 leather products) priced >5K RMB of selective luxury brands

Research Results

The project was highly strategic and was aimed at helping our client with their branding strategy. UniqueView was commissioned  with the fielding part of the research project in China. The project results helped our client to better understand:

  • the performance of this brand in China in terms of brand image
  • brand desirability and positioning among competitors
  • the direction for their future branding strategy

Research Background

  • A French high-end shoe brand would like to understand deeper regarding Chinese customers’ attitudes and behaviors towards shoes made in France.

Research Methodology

  • 10 Focus Group Discussions with each lasting around 3 hours

City Coverage

  • Shanghai, Beijing and Chengdu

Target Audience

  • Male and female aged 25-50 years old
  • Monthly household income >50k RMB
  • Regular buyers of premium shoes priced > 2,500 RMB of different brands
  • At least buy 6 pair of shoes with above price range within one year
  • Actively seeking fashion and brand information

Research Results

UniqueView accomplished the full-service job within 2 weeks – 1 week for the whole fielding process and the other week for reporting and translating. The research findings helped our client better understand Chinese customers in terms of:

  • their behaviors and attitudes towards different shoe brands
  • their perception towards shoes made in France
  • potential useful marketing communication ideas

UniqueView was commissioned to identify the issues and problems that a global insurance company is currently facing in China market among target stakeholder audiences, as well as to measure the extent these issues and problems are of concern to the general public and customers. The qualitative stage involved 21 focus group discussions and 30 in-depth interviews.

UniqueView conduct an annual tracking study for a financial institution operating in Asia. This involves 100 interviews in China every year. The target audiences are:

  • managers or above working for banks or other financial institutions
  • financial managers or above working in other industries

The objective of the study is to understand and monitor opinions, perceptions and attitudes of the executives concerning issues relating to Asian economical and political development.

UniqueView was commissioned by a renowned global financial service company to understand the China market in the usage and preference of wealth management service, and people’s attitudes towards financial service firms in China.

Qualitative interviews with affluent and high net-worth individuals were conducted in Beijing, Shanghai and Guangzhou.

Results of the interviews enabled the client to have a better understanding of the financial landscapes in China, particularly from the standpoint of private investment.

UniqueView was commissioned by an independent public relation firm to identify the repective importance of key business, community and government stakeholders place on the role of a corporation’s execution of its social responsibilities as a corporate citizen and to prioritize a set of characteristics and attributes of corporate performance for importance and measure how several different types of corporations live up to them.

Telephone and face-to-face interviews were conducted in ten countries including the following types of respondents:

  • government officials
  • up-scaled consumers
  • media representatives
  • NGOs
  • senior executives
  • institutional investors

UniqueView was commissioned by a global leading financial service organization specialized in credit card and related service to study various business and culture issues impacting Asia Pacific countries on use of credit cards.

We conducted in-depth and telephone interviews among their stakeholders including:

  • government officials
  • retail banks, merchants
  • cardholders opinion leaders
  • other relevant stakeholders

UniqueView conducted a study for a leading multinational bank to identify:

  1. issues that are likely to impact Asia as the millennium unfolds
  2. those leaders who have influence on and most likely will impact the future of the region, and determine where most likely to be watching/reporting the movements ahead

We were able to conduct 20 in-depth interviews with each of the following stakeholders:

  • Business Leaders, Political Analysts
  • Financial Analysts, Influentials in Art / Culture
  • Leaders in Science/Technology
  • Government Officers
  • Media Professionals

UniqueView was commissioned by a US based manufacturer of precision control components and systems for aircraft, space and industrial applications to understand their industrial clients’ satisfaction. 175 interviews were completed with decision makers of companies in the wind industry, plastics industry and the test simulation industry.

The research findings helped our client benchmark customer satisfaction and identify focus areas to efficiently improve clients’ satisfaction.

UniqueView was commissioned by a well-known equipment and reagent manufacturer in the life science industry to measure China’s life science market potential and take immediate actions to address key strategic issues that are essential to sustainable growth for our client.

Qualitative focus group discussions were conducted in key China cities with end users of the equipment and reagent, and purchasing managers in government departments, medical schools, pharmaceutical and bio-tech companies as well as hospital labs.

The findings from this study helped the client better understand the China life science market, benchmarked the client’s business practice against that of the competitors’ in China, and identified key areas for improvements.

UniqueView was commissioned by a world leading petroleum company to conduct research among its key distributors with the objective of improving the products and services they provide. In total, 15 IDIs were completed in China and the findings helped to better target the audience and position end service.

UniqueView were commissioned by a diversified industrial company to benchmark the equity and health of their brand among priority stakeholders including:

  • high level industrial decision makers in China (70 completes with top management in the aerospace and construction industry)
  • high level industry influencers (35 completes)
  • high level government officials (25 completes).

The results of this research were used to help our client strengthen the bonds with their key stakeholders and uncover the opportunities to grow the brand, leading to measurable and enduring improvements in performance.

Research Background

  • A prestigious FMCG company intends to understand if the scooter battery they are currently developing can be charged at one of the yellow box stations in China.

Research Methodology

  • 5 F2F interviews

City Coverage

  • China

Target Audience

  • Yellow Box Sales and maintenance staff
  • Yellow Box Manufacturing Technician staff
  • Daily management personnel of the yellow box so we know the daily operations.

Research Results

We conducted around 3 interviews with different types of locations, including e-bike dealer shop, e-bike repair shop, and subway park slots. The research finds out the station performance, i.e. if it is a smart charger, and market reaction of this station.

Research Background

  • A large e-bike company would like to launch a new model in China.

Research Methodology

  • 12,600 Online surveys

City Coverage

  • China

Target Audience

  • Male and female aged >18 years old
  • Electric vehicle owner
 or user

Research Results

UniqueView has completed all full-service job including programming, fielding and data cleaning. The research findings help client calculate the household e-bike penetration, understand the household circuit availability information and the overall e-bike usage frequency information.

From 2012-2014, UniqueView worked through a US based consulting company to serve a world leading medical instrument company to conduct a series of projects targeting different types of audiences, including surgeons (GYNs, general surgeons, colorectal surgery, ENT, etc.), nurses (head of nurse in operation room and head of nurse for certain department), and purchase decision makers (head of procurement department and president of the hospital). Our findings helped our client on the following:

  • Evaluate target (surgeon/provider) concepts with the goal of understanding the “right” insights, benefits, and reasons to believe (RTBs) with key targets.
  • Determine the language and features that most clearly and compellingly communicate the specific benefits.
  • Understand what product design concepts meet customers’ expectations while best differentiating versus the client’s product portfolio.

UniqueView conducted a series of focus group discussions with purchasers and users of life science products and equipment in China key cities. The objective was to understand their usage habits, supplier/product selection and decision making process. The outcome was utilized to develop and refine their sales and distribution strategy in China.

UniqueView conducted research regarding bone health. The project aimed to examine the attitudes, opinions, perceptions and beliefs regarding the optimization of bone health among health care professionals as well as current and potential consumers of bone health supplements.

The outcome of study was used to develop a bone health product to be marketed to health care professionals who would in turn recommend it to their patients. In order to achieve above goals, 20 in-depth face-to-face interviews and 16 focus groups were conducted in qualitative phase, and another 250 quantitative interviews were involved.

Audiences included physicians, nurses, and potential consumers.

UniqueView was commissioned by a global pharmaceutical company to evaluate the effectiveness of its advertising campaign, including product awareness, likes and dislikes, content and message recall, persuasiveness of the advertising, and action upon seeing the advertising . Street intercept and focus groups discussions were conducted. The findings helped our client fine tune its advertising strategy.

UniqueView conducted a series of IDIs with physicians across Asia to ascertain their familiarity with a group of viruses and their opinion on how patients should be treated. The new vaccine concept was tested along with the communicating/messaging strategies to identify how to best position and introduce the new vaccine to patients.

Research background

  • UniqueView worked for a world leading luxury car producers to evaluate their current customers’ perception towards Tech on Board on competitors’ car models, including:
    • Infotainment system (Screen, Entertainment, Navigation, Tel./Connectivity)
    • On Board Computer (instrument panel)
    • Infotainment and on board computer Controls (on the instruments and on the steering wheel)

Research methodology

  • 40 in-depth interviews (car clinic facility with actual competitors’ car models display) were conducted covering respondents in Beijing, Shanghai, Guangzhou and Chengdu. All interviews were conducted in Shanghai.

Target Audience

  • Customers of our client and have bought a car priced 950K RMB to 1.8 Million RMB.

Research Results

UniqueView was responsible for full service for this project. The research findings helped our client to understand if and which tech on board functions of competitors‘ car are perceived better than those of theirs, with a particular focus on how important these features are for client‘s car.

Research background

  • UniqueView worked with an advertising agency to serve an international automotive company testing TV advertisements for a newly launched SUV.

Research methodology

Focus group discussions, each lasting around 2.5 hours

City Coverage and Sample Size

  • Shanghai, Beijing, Chengdu, Guangzhou and Shenyang
  • 15 Focus Groups in total (3 per city)

Target Audience

  • Male and female aged 28-50 years old
  • Monthly household income: >20k RMB
  • Have bought a SUV priced 250K-500K in the past 6 months as the only car for home (1 group per city)
  • Have bought a SUV priced 250K-500K in the past 6 months as the second car for home (1 group per city)
  • Have a car at home and planning to purchase a SUV as the second car for home in the following 6 months (1 group per city)

Research Results

UniqueView was mainly responsible for fielding of the project and the project results helped our client to better understanding consumers’ perception towards different advertising elements and helped them fine-tune the advertisement that was launched successfully!

Research Background

  • An international high-end car brand would like to test their Chinese target audience’ attitudes and perceptions towards a new car model they intended to launch in China.

Research Methodology

  • 16 Focus Group Discussions with each lasting around 2 hours per group

City Coverage

  • Shanghai, Beijing, Guangzhou and Chongqing

Target Audience

  • Male aged 20-59 years old
  • Monthly household income: >20k RMB
  • P6M buyers of cars priced 300K-600K RMB/400K-800K RMB

Research Results

UniqueView accomplished the full-service job within 6 weeks – 4 weeks for whole fielding process and another 2 weeks for reporting. The research findings helped our client better understand Chinese customers in terms of usage and attitudes of different car models, their perception towards new car models and also potential useful marketing communication ideas.

Research background

  • A milk powder MNC prepares to get on board with new design of its products in China.

Research methodology

  • 400 CLT with each lasting around 20 minutes

City Coverage

  • Shanghai, Beijing, Guangzhou, Nanjing and Chengdu

Target Audience

  • Female 28-35 years old, pregnant women with 5+ months pregnancy and mothers with kids of 0-3 years old
  • Monthly household income >12k RMB
  • Considerers or current users of premium formula milk powder (>160RMB/900g tin) within selective brands

Research Results

UniqueView was responsible for preparation and full fielding process of this project. The outcomes from research helped our client find a better solution in regards to package design and slogan of product.

Research Background

  • A worldwide pharmaceutical company tends to compare its oral medicine with competitors’ products.

Research Methodology

  • 400 CLT with each lasting around 20 minutes

City Coverage

  • Beijing, Shanghai, Guangzhou, Chengdu, Wuhan, Suzhou, Shaoguan, Kaifeng, Yibin, Mudanjiang, Xiangfan

Target Audience

  • Male and female aged 18-60 years old
  • P6M sufferers and treaters of pains: headache/toothache/muscle & joint pain sufferers
  • P6M oral medicine takers who decides which brand to buy

Research Results

UniqueView fulfilled the project successfully. The research findings helped our client better understand Chinese customers in terms of behaviors and attitudes towards health and painkillers, also potential useful marketing communication ideas.

Research Background

  • A healthcare company plans to introduce its brand-new vitamin products to China market.

Research Methodology

  • 400 CLT with each lasting around 10 minutes

City Coverage

  • Beijing and Shanghai

Target Audience

  • Female aged 25-45 years old
  • P12M vitamin C or multiple vitamin users
  • Grocery decision maker and purchaser
  • Monthly Household Income > 6k RMB

Research Results

UniqueView completed the full-service job within 1 week including preparing and whole fielding process. The research findings helped our client better understand Chinese customers in terms of habits of overall well-being and navigate the vitamin market.

Research Background

  • A global electrical company would like to better shape product-related training and education strategies related to medical imaging equipment.

Research Methodology

  • 36 In-depth phone interviews with each lasting 1 hour

City Coverage

  • Shanghai

Target Audience

  • Users of the following equipment – MR, US, Angiography, X-Ray, may be also administration or HR

Research Results

UniqueView has accomplished full-service work including fielding, translating and reporting. The research results help client find out more about the hospitals’ needs for application trainings all through the lifecycle of the equipment.

Research Background

  • A worldwide prestigious paper products company would like to launch newly-based washroom dispenser models for public washrooms.

Research Methodology

  • 20 Face to face interviews with each lasting around 1.5 hours

City Coverage

  • Shanghai

Target Audience

  • Male and female aged 30 to 65 years old
  • 10 Experienced (at least >5 years of experience) and established interior designers who work with commercial clients, e.g. shopping malls, larger office buildings, public service, schools, hospitals. They should have experiences in qualified interior designs including washroom environments.
  • 10 Experienced (at least >5 years of experience) and established architects who work with commercial clients, e.g. shopping malls, larger office buildings, public service, schools, hotels. They should have a holistic view on building design & experiences in designing/developing washroom environments.
  • All respondents are skilled and articulate with topics relate to design and to the washroom arena in a good way.

Research Results

UniqueView accomplished the full-service job including whole fielding process, translation and topline report. The research findings evaluate different design languages presented by different dispenser systems and get input for further improvement of the development of the designs so as to fit customer needs, current elevation line, strategic position in each market.

 

Research background

  • An international packaged pork company aims to import its French processed meat brand to China.

Research methodology

  • 6 In-home and in-store interviews with each lasting around 3 hours
  • 4 Focus group discussions with each lasting around 2 hours

City Coverage

  • Shanghai and Beijing

Target Audience

  • Female 28-35 years old
  • Monthly household income >10k RMB
  • Visiting selective markets which have import sectors as a routine
  • Preparing meals for the family regularly

Research Results

UniqueView was responsible for full service of this project. The research findings helped our client:

  • to get familiar with Chinese customers’ culinary habits
  • to identify relationship between Chinese consumers and current category’s offer
  • dig out relevant consumers’ insights to build localized mix to better fit the Chinese market.

 

Research background

  • UniqueView worked with an international luxury corporation conducting survey on its sub-brand.

Research methodology

  • 8 Focus group discussions with each lasting around 3 hours
  • 6 In-home and in-store interviews with each lasting around 3 hours
  • 2 In-home interviews with each lasting around 1.5 hours
  • 1 Expert interview lasting 1 hour

City Coverage

  • Shanghai

Target Audience

  • Male and female aged 18-35 years old
  • Annual household income >700k RMB
  • Purchased at least 2 fashion items (at least 1 item of clothing) priced >5k RMB of selective luxury brands in P18M

Research Results

UniqueView was entirely responsible for fielding of the project and the project results helped our client to better understand the position of its brand and better serve the overall image of the corporation.

 

Research Background

  • An international technology company would like to launch the instant message service in China.

Research Methodology

  • 6 In-home interviews with each lasting around 2-4 hours

City Coverage

  • Shanghai and Nanjing

Target Audience

  • All must be owner or have access to and use multi technology devices such as laptop/ PC, smartphone, tablet
  • All have either both types, have downgraded to a feature phone or recently upgraded to a smart phone
  • Range of user profiles e.g. life stages – young and old families, pre-nesters
  • Aware of technology security from basic to advanced
  • Range of technology competency from basic to advanced

Research Results

UniqueView was commissioned the full-service job. The research results help our client understand how people engage with technology and make subtle adaption to better serve the people aware of IM technology.

Research background

  • A top-10 national telecom group intends to launch online service to further tap Chinese market potential.

Research methodology

  • 3 Focus group discussions with each lasting around 2 hours

City Coverage

  • Shanghai

Target Audience

  • Male and female aged 17-59
  • Fluent communication in English (discussion and presentation in English)
  • Middle class / upper middle class economic segment
  • Telco private users who handle contracts by themselves

Research Results

UniqueView was responsible for full service of this project. The research results helped our client to gather insights on the acceptance of a concept for Telco service offerings through websites and other channels and dig deeper into certain specific topics relevant to website.

 

Research Background

  • A global hygienic manufacturer would like to launch a dispenser line to fit Chinese market.

Research Methodology

  • 27 In-depth interviews with each lasting around 1 hour

City Coverage

  • Shanghai, Beijing and Guangzhou

Target Audience

  • Decision maker or key influencer of dispenser system purchase for public washrooms of A-level office building, 3-4 star hotel and restaurant
  • 5 years or more industry experience, 2 year or more experience in current position

Research Results

UniqueView accomplished the full-service job within 6 weeks including recruiting, whole fielding process, reporting and translating. The research findings guide client’s project group in the final dispenser solution with further improvement on designs, likewise help client better understand the demand for this kind of products.

Research Background

  • A famous dog food company is going to launch its brand-new product in Chinese market.

Research Methodology

  • Creative pre-task (10-15 slides)
  • 4 Focus group discussions with each lasting 2 hours
  • 4 Ethnographic interviews with each lasting around 1.5 hours

City Coverage

  • Shanghai and Beijing

Target Audience

  • Male and female aged 25-55 years old
  • Medium household income or above
  • Own at least one dog but no more than three
  • Must buy majority of their pet food in the grocery channel (e.g. super-/ hyper-market)
  • Must be responsible for dog food purchases
  • Must feed a premium nutrition brand of commercial dry dog food at least twice a week, including users of selective premium grocery brands

Research Results

UniqueView took over the full-service job including whole fielding process, translation and top-line report. The research outcomes evaluate and analyze product concepts from the angle of consumers to better improve the service and position clearly while promote efficiently.

 

Research Background

  • medical apparatus company would like to study on design concepts of advanced energy (AE) product portfolio.

Research Methodology

  • 14 In-depth interviews with surgeons each lasting around 60 minutes
  • 6 In-depth interviews with economic providers each lasting around 75 minutes

City Coverage

  • Shanghai

Target Audience

Surgeons (mix of General, Gynaecological, Colorectal):

  • Must have been in surgical practice no fewer than 2 years, and no more than 25 years.
  • Must be board certified.
  • Must be primarily affiliated with a tertiary or secondary hospital.
  • Must perform majority of procedures at primary hospital.
  • Must routinely perform more than one type of procedure.
  • Must be familiar with advanced energy devices in general.
  • Must be familiar with the concept of re-using devices multiple times.
  • Must have the ability to influence energy instrument choice.

Economic providers:

  • Must have held current position for at least 1 year.
  • Must be primarily affiliated with an 3a/Tertiary (500+ beds) or 2a/Secondary (250-500 beds) hospital.
  • Must be responsible for the evaluation and acquisition of new and existing surgical devices for use in in-patient General Surgery.
  • Must be familiar with “re-use” concept concerning energy devices used in surgery.
  • At a minimum, make recommendations on the selection and purchasing decisions for OR equipment and supplies.
  • Must personally influence advanced energy procurement decisions “sometimes” or more.
  • Must have a role in evaluating the relationship between costs and benefits of advanced energy devices.
  • Must be responsible for all aspects of OR operations with some responsibility or accountability of the function.

Research Results

UniqueView conducted all the work including whole fielding process, translating and reporting. The research results helped our client understand:

  • what product design concepts meet customers’ expectations while best differentiating versus another equipment
  • determine the language and features that most clearly and compellingly communicate the specific benefits.