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Industry clients' perceptions and preferences for R&D services: Indicators from comparative market research results
Judy Mercure
CEO, Calibre Communications, Avalon NSW
Abstract
Lead-times in concluding research contracts between R&D providers and industry often obscure reliable information about how the decision is made to contract the R&D provider. This study, the second of a two-part article on marketing scientific research services and outcomes, provides insights into credible information sources, perceptions and preferences influencing the decision, from the perspective of the potential client.
Market research case studies conducted in government-funded R&D laboratories in the USA and Australia show how market research may help R&D organizations develop more effective marketing strategies. It can also help the R&D laboratory to: establish staff business performance measures; and to develop decision support tools to improve staff commercial skills.
The similarity of results from the US and Australian studies provide indicators for improving marketing activities in other R&D-based organizations, such as universities or technology-based companies.
"Results that shed light on how information mechanisms are regarded by the target audience are especially useful in developing promotional strategies in R&D laboratories."
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