Case Study:
Brand vs Industry/Category
The case:
A top-5 Clinical Research Organization (CRO) builds an understanding of their brand’s emotional construct.
The challenge:
A large and growing CRO in the US wanted to gain an understanding of their brand strength using both a traditional market assessment methodology (the buyer journey) and a novel methodology that assesses the emotions that CRO decision-makers feel towards the client CRO and the industry.
The emotional
insights:
The client and The Rational Heart know from previous marketing research in the CRO industry that clinical development outsourcing is more of a “people-based” business than it is a services/technology-based business.
The Rational Heart focused our analysis and recommendations based on the data collected and our knowledge of the CRO industry
Key emotional analysis indicated:
Admiration and Amazement are possible for a CRO, something that was questioned at early stage hypotheses.
Apprehension about CROs is a challenge across the industry. Deconstructing this Apprehension is key to building Trust.
Trust is a key component. For any one brand to reach “preferred” status, Trust was core to reaching that hurdle
Curiosity could be the key to changing perceptions about brands in the category.
The resulting strategic actions:
After digesting the results, the Top-5 CRO actively changed their messaging and business development materials, focusing on trust and curiosity. They have revamped their content marketing strategy to focus on curiosity and have successfully built on key brand benchmarks since the change.
Case Studies
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Research Partnerships
We partner with a number of established market research firms to provide opportunities by adding emotional measurement data and insights to the research programs already in place with key clientele, and attracting new clients by promoting the joint capabilities of emotional and cognitive research offered by the partnership.
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Segmentation Research Enhancement
A boutique research agency pitched a prospective client that was looking for a new perspective on segmentation research. The Rational Heart partnered with the research firm to help them show how segments differed in their emotional response to the client’s product offerings.
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Integrating Emotional Research
A pharmaceutical subsidiary ties TRH emotional performance information to their ongoing brand tracker, identifying the emotional points of relative influence, which directed their marketing strategies.