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Below are just some examples of research projects EDG has performed.
[Case Study #1]
The Problem:
Client needs to make multi-million investment in a new product. This
product was in its early development stage and the Client wanted to
find out the real potential before allocating the monies for further
prototype stages. The product information supplied to EDG consisted of
schematics and a sample prototype module of the product. The Client
wanted to look at the potential of this product on a worldwide scope.
The Solution:
EDG quickly outlined the most beneficial research approach and
requirements to specifically meet the Client's budget and timeline.
The first thing EDG performed was an assessment of the product in
relation to any competing technologies/products in existence and then
established a base of markets that would be receptive to the product
using initial qualification methods.
The next step was to present the product and obtain feedback. EDG
obtained this feedback through personally interviewing key decision
makers in a multitude of end user markets (from sports facilities, to
transportation to advertising) around the world. This solution to
present, in person, the schematics and prototype provided invaluable
first account feedback and was the best approach to presenting the
product. This approach allowed for more than one person's opinion, as
multiple persons and decision makers attended the interview sessions,
thus tripling the feedback and provided the different perspectives
facilities and governments used in their decision making process.
This research resulted in providing the Client with the information it
needed to make the necessary design changes, further develop its
market entry strategies and eliminate several designs all together of
which helped reduce the final product development investment.
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[Case
Study #2]
The Problem:
Client wants to uncover and explore any potential competitive
advantages, as they would relate to the direction of current and
future buying considerations of end users. This included key segments
in both the North American and European market.
The Solution:
In providing a solution to this an interviewing process with specific
end users segments had to be set up and implemented within a specific
timeline and budget. First EDG determined and discussed with the
Client the target markets that would best reflect an overall view of
the buying habits and future product considerations. Diversity was the
key here.
EDG developed a series of surveys and procedures to extract the
relevant data from each of these different markets. As each of these
markets' needs were indeed different, EDG's team was careful to focus
in on the common elements within all as well as clearly define the
important differences. In addition to these interviews, personal
interviews were performed with various leading companies in each
market set. This ensured important feedback from leaders in their
respective markets.
The results enabled the Client to obtain vital and time-sensitive data
on the current and future buying considerations of each market sets.
It assisted the Client in profiling and prioritizing its market
emphasis and direction, as well as provided important data to further
address any product design changes. It provided the Client with
insight to further develop its program and more clearly define its
real competitive advantages.
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[Case
Study #3]
The Problem:
Client wants to gain a better understanding of the product testing
procedures and requirements for market entry into Europe. The Client
also needed to find out and sort through the different standards that
each country had (and what changes will there be in the future) for
consideration in its product design.
The Solution:
EDG implemented a vast research program that clearly identified the
standards currently in use by each of the Client's selected targeted
areas. Through interviewing and meeting with the developing agencies
of these current standards, EDG was also able to find out the
time-line of any future changes if any, and what technical changes
could be expected.
As product testing is based upon accepted design ranges and product
harmonization, this initial standards research provided data on the
correct testing facilities, their procedures, costs, time-lines as
well as geographic constraints.
In many cases the same contacts that were involved in the development
of standards were also the decision makers on purchasing product. EDG
felt it would be beneficial for the Client to obtain feedback on its
product and design. In this second stage of this project EDG set up
meetings and interviewed the appropriate candidates on issues and
considerations of product design.
This resulted in providing the Client with a clear-cut explanation on
the standards and testing, assisted in reducing product design
investment and timeline and obtain insight direct from its future
buyers.
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