Thumbnail Case Studies

Problem:

How to obtain accurate user feedback when the product is an automobile child safety seat and the "users" are infants and toddlers.

Solution:

Sigma developed a method for audio and videotaping children as they sat in the test seat while parents drove a vehicle along a pre-determined route. To insure consistency within the basic questioning, we gave each parent a script. Following a series of test-drives, we conducted one-on-one parent interviews, during which the parent interpreted the actions and responses of their child.

Problem:

The general population of a trade association did not have significant knowledge of or experience with certain research techniques commonly used to provide feedback about their businesses.

Solution:

On separate occasions - involving groups of cable TV subscribers, senior citizens and computer users - Sigma recruited and conducted focus groups before a live audience at a trade or business conference.

Problem:

Investigate the potential appeal - among current and prospective patrons - of constructing a specific type of retail shopping complex adjacent to a rural gambling casino.

Solution:

We conducted on-site interviews with patrons of the casino, most of whom were not residents of the local area. Based on the interview data, we then conducted a geographically targeted phone survey to obtain information from current and prospective patrons.

Problem:

Much of a certain client's business is conducted over the phone. This necessitates the use of the dreaded phone menu – i.e. most of their customers have to spend at least some time "on hold." Our client wanted to know how to minimize the effects of this necessary evil.

Solution:

Sigma, in cooperation with colleague Dr. James Kellaris of the University of Cincinnati, developed a methodology for determining the influence of the message format and/or style of music being played on the customer's perception of how much time was passing while they were "on hold."

Problem:

An industrial client felt their business was over-dependent on revenue from one specific industry segment and wished to investigate other potential business opportunities.

Solution:

Sigma implemented Voice of the Customer research as part of a modified Quality Function Deployment (QFD) project. The result was the discovery of several new marketing opportunities for our client.

Problem:

Evaluate the potential of a joint venture product development within the ever-changing consumer technology marketplace.

Solution:

We used a hybrid qualitative/quantitative technique we refer to as "25/10" methodology. This involved combining a multiple location on-site conjoint study with focus groups, Sigma was able to accurately predict the degree of market acceptance of the product and save our client a sizeable up-front capital investment.

Problem:

A client organization was conducting a number of sales promotions with varying degrees of success. Client management needed to understand the perception of these promotions among the sales force. It was important to obtain candid opinions from these sales people and to insure them that there would be no backlash as a result of what they might have to say.

Solution:

Sigma conducted online focus groups among members of the sales force. We assigned each of the participants with a pseudonym in order to provide the assurance of anonymity, thereby encouraging a frank and honest discussion. In addition, respondents were able to participate from their homes, increasing their comfort and ability to speak candidly.

Problem:

Investigate consumer motivations for their usage of low-involvement product categories.

Solution:

Sigma developed a methodology for using music as a metaphor, employing the evocative aspects of music to elicit feelings that respondents may have otherwise had a difficult time articulating, or of which they might not even have been aware.

Problem:

Discover the attitudes and needs of pharmaceutical customers who have ongoing debilitating physical conditions or diseases. These sensitive conditions are such that they might either discourage or prevent the respondent from participating in face-to-face research.

Solution:

Sigma conducted a series of online focus groups, recruiting respondents from medical opt-in lists. These respondents not only provided a vast amount of valuable information, they indicated their preference for the Internet as a method of communication, as they were not comfortable discussing their situations in person.

Problem:

A company providing solutions to the professional software development community had conceptualized a product based on the availability of new development tools, but had no way of measuring potential acceptance of their concept within this narrow market segment.

Solution:

Sigma used a combination of traditional focus groups and online surveys to obtain the necessary data from this difficult-to-reach respondent base.

Problem:

Following a round of clinical trials, a European research agency wished to investigate reaction to a specific medical concept in the U.S., as part of a global study.

Solution:

We conducted over 150 one-on-one interviews within the target segment, including some who had participated in the clinical trials. These results were then coordinated with the global data, resulting in a timely product launch.

Problem:

Anticipate the constantly changing demands of both the consumer and B-to-B marketplace within the technology sector.

Solution:

Sigma developed online qualitative panels representing both the consumer and B-to-B segments and conducted Bulletin Board Sessions among these respondents on a regular and consistent basis. These panels have now become a research community upon which Sigma can rely for valuable input and for on-going innovation and product improvement research.

Problem:

A pharmaceutical manufacturer needed to have input regarding compliance from users of a medical treatment for a socially sensitive physical affliction.

Solution:

We recruited patients for online focus groups, which allowed for anonymity, as well as participation from multiple geographic regions simultaneously.

Problem:

An industrial enterprise was concerned that they had restricted themselves to certain service offerings that would make it difficult in the future for the company to make major improvements in profitability.

Solution:

Sigma evaluated specific segments of the industrial market using a needs-based Voice of the Customer approach. This research uncovered new channels of opportunity for the client, in spite of a relatively complex marketplace.