バイヤーのベルソナ決定のための定性的なインサイトの収集
課題
ある大手B2Bテクノロジー企業の製品マーケティングチームは、近々発売される製品のターゲットとなる購入者のペルソナをより良く理解するために、GLGに調査を依頼しました。このB2Bテクノロジー企業は、ペルソナの主要な考え方や、意思決定プロセスがどのように変化してきたかを明らかにしたいと考えていました。また、これらの購入者の1日の過ごし方がどのようなものか、そして今後数年間で彼らの業務内容がどのように拡大していくかの見通しも理解したいと考えていました。
GLGのアプローチ
このテクノロジー企業の製品マーケティングチームは、業界をリードする企業のシニアリーダー、特に、購買プロセスに関与するインフルエンサー、ユーザー、意思決定者を必要としていました。GLGのプロジェクトチームは、3つのペルソナカテゴリーを特定した後、対象となるペルソナに該当する10名を複数の業界から選定しました。
GLGはリサーチプロジェクトを徹底して管理し、経験豊富な市場リサーチ担当者を配属して、技術分野に的を絞ったインデプスインタビューを30回にわたり実施しました。インタビューの終了後、プロジェクトチームは収集したインサイトを主要業務ごとに包括的な代表サンプルとしてまとめました。
結果
テクノロジー企業の製品マーケティングチームは、プロジェクトの実施期間に最初の調査範囲以外に興味のある役割を特定し、GLGは追加の定性調査を行ってリサーチを支援しました。調査の結果は最終報告書としてまとめられ、クライアントは対象となるメッセージングと包括的なGoToMaket戦略(市場参入戦略)を策定するためにインサイトを活用しました。
GLGは、あるグローバルテクノロジー企業の市場参入戦略策定にあたり、理想的な顧客プロファイルを持つさまざまな業界の30名以上のパネルにコンタクトしました。
業界最高水準のパネル
GLGは、大手企業のCIO(最高情報責任者)、CTO(最高技術責任者)、CDO(最高開発責任者)、CISO(最高情報セキュリティ責任者)などをパネルに起用しました。
徹底したプロジェクト管理
GLGは、テクノロジー分野に特化した経験豊富なマーケットリサーチャーを配置し、30名以上への定性インタビューを実施し、調査の全工程を管理しました。
1～2営業日以内に、担当者よりご連絡させていただきます。
Hilary Malone PhD, has over 25 years of experience in global drug development, regulatory &government affairs, manufacturing and commercialization within the biopharma industry. Hilary hassignificant board level and executive committee experience including large scale organizationalrestructuring/transformation/integration, major M&A, biotech start-up, capital raising, investorrelations and pre-IPO.
Hilary is currently CEO of Stylus Medicine, a private genetic medicine biotech company. Previously sheserved as CEO of a Series-A neuroscience company. Prior to these roles, Hilary served as COO & EVP atValo Health Inc., Chief Regulatory Officer & SVP at Sanofi Inc., and Chief Regulatory Officer & SVP atPfizer and Wyeth. Previous experience also includes senior regulatory and drug development roles atReata Pharmaceuticals Inc., AstraZeneca plc and GlaxoSmithKline plc.
Hilary also serves on the Board of Directors of Hansa Biopharma and Adthera Bio. Hilary holds a PhD inMolecular Neuropharmacology and a BSc in Physiology.
Dr. Thomas Lönngren is Director at his own company PharmaExec Consulting AB. He is the Chairman of the Board of directors at Egetis Therapeutics AB, Sweden. Dr Lönngren also serves as board member at Compass Pathways PLC, London UK and NDA Group, Sweden. He acts as advisor to the following companies and organizations: NDA group, Sweden, Sweden, Artis Venture, San Francisco, US, Fujimoto Japan, Skin2Neuron Pty Ltd, Sydney, Australia, US, Special advisor to the Centre for Innovation in Regulatory Science (CIRS), London UK. From 2001 until2011, Mr.Lönngren served as the Executive Director of the European Medical Agency. He was previously Deputy General Director of the Swedish Medical Product Agency until 2000. He has a degree in pharmacy and MSc in Social and Regulatory Pharmacy from Uppsala University. He is also an Honorary Member of the Royal Pharmaceutical Society of Great Britain, Honorary Fellow of the Royal College of Physicians in Great Britain, Honorary Doctorate from the University of Uppsala, Honorary Doctorate from University of Bath, UK.
Marie-Anne has built a portfolio of senior advisory and non-executive roles, following a successful international career in the FMCG and Luxury sectors. She is a non-executive director of Haleon, a FTSE100 company listed in 2022 after the demerger from GSK. She is also chairwoman of Haleon Environment and Societal Sustainability committee. She is the executive director of the Pierre Fabre Group where she also sits on the Strategic Committee, and she is a Board Member of The Academy of St. Martin-in-the-Fields, one of the world’s most prestigious chamber orchestras. She is also an angel investor and focuses her time and investments on start-ups with the strongest purpose and impact.
Marie-Anne is also a regular lecturer at HEC Paris on purposeful leadership, and she has created a serious game called “Planet Purpose” to upskill people on sustainability and purpose. Throughout her 35year executive career she delivered a strong track-record of business performance and growth in brands and portfolio in both developed and emerging economies.
As a senior leader with Unilever, she led a number of different personal care categories across France, Spain and the USA – including managing the Dove brand worldwide and culminating in leading Unilever’s global Oral Care division. She also worked for LVMH as Brand General Manager of Dior Perfumes and Cosmetics worldwide. Marie-Anne was also Vice-President of Imagine for Margo – Children with Cancer for ten years, a charity she helped found in 2011 with the goal of eradicating children’s cancer. The charity is the #1 charity focused on child cancer in France and has fundraised more than €14m since its creation. Marie-Anne is a graduate from HEC Paris. She is married and has two children aged 29 and 26.
Patrick Jephson is a consultant, journalist, broadcaster and New York Times bestselling author, based in Washington D.C. He is a published authority on corporate and personal branding and crisis communications, addressing conferences worldwide as well as events at the U.S. State Department, the American University and the Annenberg School for Communication and Journalism.
With more than twenty-five years’ experience in the government, luxury and family office sectors, Patrick’s portfolio has included globally admired brands as well as national agencies and NGOs. He has also worked on reputation and legacy briefs with European, Middle Eastern and Asian families, including royalty. He now writes, presents, and advises on factual and drama TV programs, appearing on every major American and many international networks. He was recently an expert consultant to the award-winning Netflix series The Crown and provided live commentary on the Coronation of King Charles.
Patrick owes much of his practical communications and protocol experience to Princess Diana, who chose him to be her equerry and only private secretary/chief of staff. He served the Princess for eight years, responsible for all aspects of her public life, global humanitarian initiatives, and private organization. Having worked for an internationally high-profile woman (and as the father of two professionally successful daughters) he feels a special affinity for cross-cultural, gender and perception issues.
Patrick was born and raised in Ireland and holds a master’s degree in political science from Cambridge University. As an officer in the British Royal Navy, he served all over the world before being selected for royal duty. He is a citizen of the U.K., U.S.A., Ireland, and Canada.
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