Communications Research:
Introduction:
GRA specializes in product concept testing and "communications" research. This may range from determining goals for future clinical testing, development of initial message objectives and testing of communications vehicles (advertising and visual aids) from early development through post-launch/promotional phases.
We have several experienced moderators/interviewers who conduct focus groups and high-level personal interviews - in person or via telephone. We may elect to work through our facility in NJ or through our network of sites covering all major cities. In addition, we have developed a core of executive interviewers throughout the U.S. who are trained in our procedures for completion of advertisement or visual aid testing or other highly qualitative projects.
Advertising/Visual Aid Testing:
GRA specializes in testing print materials. Our 4SIGHTsm program is designed to test alternative executions or final art/copy in great depth-quickly-at a reasonable cost. Testing can be conducted at a very early stage - when concepts are not fully perfected or later in the developmental process. Studies require in-depth interviews at central location sites. These interviews are conducted by our principals using a semi-structured discussion guide (and a lot of common sense and experience).
The scope of testing may include specific attention to both concept/positioning as well as execution of a pre-tested concept. Reports typically include a personal debriefing (topline) within a few days of completion of the last interview. A full written report follows in about two weeks. Normative data are available.
MD/Rep Reviewsm:
This service is designed to provide very fast feedback on new visual aids and selling materials from both the physicians' and sales representatives' perspectives. All studies are customized in terms of content and pricing to accommodate your specifications.
The study is designed to provide topline feedback quickly, usually within ten to twelve days of the start of the fieldwork. A sample of sales reps (typically 10-20 reps) is selected to work with the test materials for a two to four day period. At the end of each day, the reps fax, email, or call our 800 number and provide the names and phone numbers of the physicians detailed that day. We begin calling these physicians the next morning to debrief/interview them about the detailing experience. At the end of the detailing period, we interview the reps to debrief them in great detail as well.
Studies may also designed to bring physicians and sales representatives together at central location sites. Physicians are interviewed briefly to elicit appropriate background information, "detailed' by a sales representative and then questioned, in-depth, by the interviewer about the materials. Participating sales reps are also debriefed (in-depth) after they have had the experience detailing several physicians.
Not sure what direction you want to take?
Our friendly and knowledgeable staff can help - just give us a call at: 201-767-8888 or email us at: gra@glickmanresearch.com
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