Custom Research Case Study
A holistic approach to brand health, diagnosing where in the purchasing process the client was losing potential customers.
Identification of highly specific and actionable solutions that would address the organization’s brand health issues.
The final phase of the project consisted of working with the client to determine what portions of the purchase funnel were performing poorly, and focusing solutions on buyer behaviors that would deliver the desired improvements in brand health.
Our client discovered that there were highly specific instances at both the consideration and preference stages of the purchase funnel which were leading to large volumes of potential customers dropping out of the purchasing process. These customers held beliefs and attitudes about the range and fit of our client’s services, leading them to disregard the client at the consideration stage. Meanwhile, other potential customers who already were considering the client ended up preferring other vendors due to beliefs about the company’s historical performance in outsourced clinical development.
To counter these attitudes and beliefs, ISR worked with the client to develop educational content for its potential customers. Using this educational content, the client was able to expand its potential customer pool at each of these stages, translating into more customers reaching the RFP stage.