Industry clients' perceptions and preferences for R&D services: Indicators from comparative market research results

Judy Marcure
CEO, Calibre Communications, Avalon NSW

PP: 27

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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References

Bozeman and Papadakis, 'Company interactions with Federal Laboratories; What they do and why they do it', in The Journal of Technology Transfer , vol 20, nos 3-4, Dec 95, p 72).

Bureau of Industry Economics, 'Australian science: Performance from published papers', AGPS, Canberra, 1996.

Council on Competitiveness, 'Endless frontiers, limited resources: US R&D policy for competitiveness', Washington DC, April 1996.

Jones, Thomas O and W Earl Sasser, Jr, 'Why Satisfied Clients Defect', Harvard Business Review, Nov-Dec 1995.

Marcure, Judy and Bruce Davies, 'Market research, client satisfaction, and marketing government funded R&D laboratories to industry,' Technology Transfer Society Annual Conference Proceedings, 1997.

MARS Pty Ltd (Market Attitude Research Services), 'CSIRO, The Silent Achiever', March 1998.

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