Message Segmentation

Situation

After developing their sales visual aid brochure, our client wanted to assess the message and flow of the visual aid with their targeted physicians.  Prior to this point, the client used the same message and flow for all physicians, but they hoped to segment the physicians into four different groups.

Solution & Task

Answers & Insights conducted a series of indepth interviews to understand how each physician segment reacted to the visual aid and which information was most motivating,  We would then conduct a quantitative Internet survey to ensure results were projectable to the entire physician base. 

Action

The research uncovered that different physician segments wanted the information presented in different manners.  They wanted the information to be shown in different orders and they wanted emphasis placed on different topics.  Our client, in working with their sales training department, used the research to train sales representatives how to use the visual aid for each of the physician segments.