"You'll never plough a field without first turning it over in your mind."

Irish proverb

Issue:  A consumer products manufacturer hired McGrath Marketing to assess consumer interest in a product concept that employed new technology.  The product concept was outside of the company's main product group and would entail a new value proposition for consumers. The company sought to acquire a better understanding of consumers' demand and determine if the new technology would be viewed as valuable.

Research application:  A telephone survey was undertaken to assess consumer demand for this product group and determine if consumers responded positively to the technology offering. The survey targeted specific age, lifestyle, and income consumer segments.

Results: The results of the survey revealed significant interest in one concept among most customer segments.  Further development research is planned.

Issue:  A Fortune 500 life insurance company contracted with McGrath Marketing to assess consumer interest in a series of combined financial and insurance products.  The product concepts targeted various age and income segments.   

Research application:  Focus groups composed of various age and income groups were held in various geographical markets.

Results:  Research results revealed several concepts that showed significant appeal to specific consumer segments.  These product concepts are currently under development.

Issue:  An advertising and communication company contracted McGrath Marketing to undertake qualitative and quantitative research for its client, a managed care company that provided Medicare, individual, and group health insurance. The research objectives included identifying consumer and employer coverage preferences and assessing demand for specific benefits and cost containment provisions.

Research application:  Focus groups and telephone surveys were undertaken for each customer segments.

Results: In response to the research findings, the individual and group products were redesigned with increased emphasis on cost containment provisions.  New Medicare options were introduced, including a Part D prescription drug plan.

Issue:  A Fortune 500 company hired McGrath Marketing to evaluate its compensation programs for its independent distributor channel.  The channel included over 2,500 independent distributors with significantly varying sales volumes.

Research application:  Focus groups were held with distributors in the company's major markets.  The focus groups were followed up by a national telephone survey of distributors.

Results:  Based on the research results, the company introduced a compensation program based on annual sales volume, eliminating low volume producers.  Sales incentive and promotion programs were revamped to target high level producers. Follow up research revealed a high level of satisfaction with the new program, which has resulted in an increased average sales volume with a declining average cost of sales.

Issue:  A national health and life insurer contracted with McGrath Marketing to determine whether a new acquisition's agent distribution channel should be integrated into that of the parent company.  While the acquired company sold the same lines of business as the parent company, its distribution and customer profile were significantly different.

Research application:  Focus groups and executive interviews of agents and management were undertaken for both companies.  An analysis of sales and enrollment for both companies was also completed. 

Results:  Focus group and interview research, and sales analysis supported the channel remaining independent of the parent company. The distribution channel successfully runs in parallel to the parent company's distribution channels.  Agent recruitment and sales volumes for the agent channel have since exceeded the goal.

Issue:  A Fortune 500 company contracted with McGrath Marketing to evaluate the organizational effectiveness of a division within its IT department.  The division consisted of highly skilled employees.  However, reduced communication and management practices were negatively affecting the division's productivity and employee satisfaction.

Research application:  Focus groups were held with all division employees.  These were followed by interviews with each manager.  The focus groups and interviews revealed numerous opportunities to improve communication, work flows, and management resources.

Results:   An action plan was developed and implemented.  The action plan included organizational changes, new work flows, and management development programs. 

Contact us at inquiry@mcgrathmarketing.com  or 262-797-2561 to discuss your marketing challenge or request a free proposal.