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Data / Empowering High Performance

Porter Research

Market Research Ensures Innovation Makes it to Market

Jennifer Dennard, E-Media Marketing Specialist
August 20, 2010

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The market research industry is no stranger to innovation. As the marketplace puts growing importance on the principle, and incorporates it into everyday workflows, market research firms like Porter Research have stepped up to offer their services to expedite the process.

Services such as market needs and opportunity research programs, bulletin board focus groups that aid in new product development, and market and competitive analysis can help transform companies into market leaders through the adoption of innovative ideas and product development processes.

Porter Research’s relationship with Craneware - the leader in automated revenue integrity solutions that improve financial performance for healthcare organizations - stretches back a number of years and has involved such projects as the aforementioned market needs and opportunity research program. Porter Research’s custom program enabled Craneware to determine if a new and innovative product for the healthcare market would be well received.

"In this time of healthcare reform, it is more necessary than ever to gain a foothold on the cutting edge of new product development," says Ann Marie Brown, Executive Vice President of Marketing at Craneware. "As Craneware continues its history of providing the market with innovative products, we engaged Porter Research to gain valuable insight into the market, helping us plan the launch of a product armed with knowledge to ensure success."

Additional objectives associated with this type of research included:
* Validation of issues facing the market that may potentially impact product market/positioning strategy
* Testing assumptions around complementary issues including competitive landscape, perceived customer benefits, etc.
* Assessing market perceptions of the role of, current demand and future need of a product

For more information on how healthcare vendors and providers are using innovation to improve delivery of care, see "Innovation: The Common Ground in the Healthcare Vendor/Provider Space."

For more information about how Porter Research can help bring your new, innovative idea to market, contact:
Cynthia Porter, President,
404-760-1033
cporter@porterresearch.com







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