• 
• 
• 
• 
• 
• 
• 

Case Studies

New Product Research: Panda Software TruPrevent Technologies
New Product Research: Weight Loss Book

New Product Research: Panda Software TruPrevent Technologies

Situation: Panda Software, a leading security software company based in Spain, had developed an innovative technology that detected and stopped viruses even before any updates had been sent.

Approach: Gilleard Market Research worked with Panda's marketing department doing a series of surveys on the different target markets: SOHO (Small Office/Home Office), small/medium size business, enterprise and consumer. We did quantitative testing of the packaging for both consumer and enterprise.

Results

Together we established:

• How to communicate the new technologies
• How security ITs viewed these technologies
• How they were handling things currently, what problems they were running into
• How to create a demand for the technologies
• Hot buttons
• What imagery to use to best communicate the function
• Messaging
• Name of these technologies
• Packaging design and copy

New Product Research: The 7 Principles of Fat Burning by Dr. Eric Berg D.C.

Situation: Dr. Eric Berg, author, innovator ,trainer and director of his own health care clinic in Alexandria, Virginia. had established an extremely workable weight loss method, successfully helping thousands of people lose weight and keep it off. He had published a weight loss book with limited success and called upon Gilleard Market Research to do the necessary research to ensure the new edition of his book would be effectively marketed.

The biggest challenge we faced was the huge amount of weight loss books already on the market. It would be important to create a marketing message that was popular but at the same time didn't sound like everyone else.

Approach: We started with a thorough view of Dr. Berg's material, including reading the book and reviewing all previous research.

We then went to the readers of his previous weight loss book as well as a sampling of his clinicâs weight loss patients and surveyed them in depth. This gave us a lot of information of where they stood in relation to the overall weight loss market and gave us a guideline of how to proceed and which market segments to target.

We used this data, secondary research and a review of records to isolate the demographics of the target markets. This public was surveyed in a series of two surveys.

Further surveys were done to
a) establish imagery that would quickly communicate the benefits of the book and
b) to get a title for the book that was very popular and communicated well.

Results

With these surveys we established various things, including:

• Benefits & Hot buttons
• Knowledge and understanding of the mechanics of weight gain and weight loss
• Acceptable messaging
• Problems and difficulties public has experienced losing weight
• What other weight loss books they have tried and results
• What they feel is missing in current weight loss books
• Who they would listen to (opinion leaders)
• Appropriate positioning of the product
• Title

Dr. Berg obtained enough data to devise a solid marketing plan and the marketing pieces needed. He also made some adjustments to the book so that it would more closely follow what was needed and be easier to understand by the target publics.

Before publishing, the book had already sold over 500 copies from a single article in a womanâs magazine, with over 3500 women expressing interest.