Marketing to Life Scientists: A Psychographic Analysis: Industry Report

Marketing to Life Scientists: A Psychographic Analysis

Product Type: Market Research Report
Published by: BioInformatics, LLC
Published: September 2004
Product Code: R158-070

Description

Marketing to Life Scientists contains over 80 charts and/or tables and more than 15 cross-tabulations for the 33 survey questions. Below is a glimpse of the key findings derived from just a few of the survey questions:

Nearly half of Explorers learn about a supplier’s products and services at scientific meetings while only 35% of Enthusiasts do so. (Question 1)
When receiving a printed catalog that was not requested, Explorers are more likely than their counterparts to pass it along to a colleague, however, overall, more than a quarter of scientists throw it out. (Question 4)
Invitrogen and Sigma-Aldrich were cited as having the most useful Web sites. (Question 11)
For all personality types, the most influential factor in a scientist’s decision to open a piece of mail is the fact that he or she is currently using the supplier’s products. (Question 14)
To increase effectiveness, it is most important for sales reps to respond promptly to scientists’ requests and least important for them to contact scientists at least once a month. (Question 17)
The overwhelming majority of scientists, 81%, prefer to attend smaller meetings devoted to specialized topics (e.g., apoptosis, combinatorial chemistry, etc.), if possible. (Question 28)

Table of Contents

Section 1. Analysis and Interpretation of Survey Results
1-1 Overview
Marketing Mix
1-2 The Optimal Marketing Mix
1-4 Informing and Influencing Scientific Customers
Psychographics
1-6 Psychographic Segmentation
1-9 Leaders
1-10 Explorers
1-11 Enthusiasts
1-12 Organizers
1-13 The Uses and Limitations of Psychographic Segmentation
1-14 Psychographics and The Optimal Marketing Mix
1-15 Informing and Influencing Scientific Customers
Marketing Media
1-16 Print Catalogs
1-17 Web Sites and Email
1-18 Direct Mail
1-19 Sales Representatives
1-20 Print Advertising
1-21 Meetings and Tradeshows
Conclusion

Section 2. Study Methodology and Demographics
2-1 Methodology
2-4 Definition of Terms
2-5 Demographics
2-7 Questionnaire

Section 3. Presentation of Survey Data
New Products and Services
3-1 Most common ways to learn about suppliers and their products/services
3-3 Most influential factors in decision to purchase a product/service never used before
3-5 Importance of obtaining information for products/services in native language

Printed Catalogs
3-7 Action taken when a printed catalog that was not requested is received
3-9 Important features of a frequently used printed catalog
3-11 Importance of receiving a printed catalog over accessing information on the Web
3-13 Company with the most useful printed catalog

Vendor Web Sites
3-15 Average number of hours devoted to visiting supplier Web sites per week
3-17 Useful Web site features
3-19 Most interesting email updates
3-21 Company with the most useful Web site

Direct Mail—Print
3-23 Average number of pieces of direct mail received from suppliers per week
3-25 Percentage of direct mail opened and read
3-27 Most influential factors in decision to open and read unsolicited mail
3-29 Course of action taken when more information is needed

3-31 Importance of printed technical newsletters received from suppliers

Sales Representatives
3-33 Activities that contribute to the effectiveness of sales reps
3-35 Unsolicited phone calls found of interest
3-37 Number of on-site “mini-shows” attended in the past 12 months
3-39 Usefulness of information provided at on-site “mini-shows”
3-41 Company with the best-trained, most effective sales reps

Print Advertising
3-43 Most valuable professional journals and/or publications read
3-45 Factors that draw attention to a print ad
3-47 Frequency of requesting more information after seeing a print ad
3-49 Reaction to seeing an interesting print ad
3-51 Company that routinely publishes print ads that capture attention

Scientific Meetings and Trade Shows
3-53 Number of major scientific meetings attended in 2004
3-55 Preference of attending smaller, more specialized meetings
3-57 Percentage of time spent visiting exhibitor booths
3-59 Factors in deciding to visit an exhibit both
3-61 Top scientific meeting to attend each year

Relative Effectiveness
3-63 Relative effectiveness of different ways to learn about new products and services

Demographics
3-67 Market Segment
3-69 Job Position
3-71 Geographic Region
3-73 Areas of Research

Section 4. Appendices
4-1 Insights and Perspectives
4-37 Cross-Tabulations of Survey Data
4-53 Reclassification of Verbatim Responses
4-61 Comparison to Previous Reports
4-69 Other Recent Publications
4-71 About BioInformatics
4-73 Our Valued Clients

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