Case #1 – Pharmaceutical Manufacturer

Assignment – A global pharmaceutical manufacturer sought external help in conducting a market analysis to identify the company’s key customer groups and the potential of key service and product areas.

Approach – Using internal customer databases, existing customer measurement surveys, and external information sources, Bosma Research International undertook several research initiatives designed to identify the company’s key customer groups, develop customer loyalty and retention models, assess the market potential of the company in key service/product areas, and target the direction of new and future marketing campaigns.

Result – The segmentation profiles and loyalty/retention models were used to focus company resources on key service and product areas and to target the direction of new/future marketing campaigns with designated customer groups.

Case #2 – North American Telecommunications Provider

Assignment – BRI was contracted by an investment group from Canada and a major telecommunications hardware provider from the United States to assess the feasibility and estimated market penetration of a new, national, Canadian-owned and operated, next-generation telecommunications provider in Canada.

Approach – During the first phase of the study, a series of analyses were used to validate specific product/service configurations, identify potential market entry strategies, and to test the appeal of several product/service configurations across specific price points. The second phase of the project focused on estimated market share, market density and propensity, and development of the infrastructure, e.g., the placement of satellite equipment given the placement of current equipment and estimated density.

Result – The results of this project provided the decision-makers from both the investment group and the telecommunications provider with the information needed to proceed with the initiative.