Customer Profile
A not for profit organisation, specialising in scientific publishing, research and communication.
Challenge
CABI only had limited sight of end-user requirements, having traditionally sold via intermediaries.
To improve their products and stay ahead of the competition, CABI needed to gain a better understanding of their end-users, their information needs and work flows.
They also wanted to gain insight into the information products used both within and outside their jobs.
Solution
Working collaboratively with client’s project board team, Fast Track Solutions collaborated to create a telephone and online survey to carry out depth interviews with over 300 scientists across the globe.
Each had to be screened to ensure they were actively involved in life science research. The sample had to be drawn to reflect the complete spectrum of targets, by scientific interest, region and sector.
Interviews were translated and carried out by mother tongue speakers in seven foreign languages over the phone.
Results
- Findings revealed how CABI’s offerings compared with rival offerings from the end users view point, their likes, dislikes, recent behaviour and buying processes.
- Uncovered what CABI needed to do to tailor their existing products and develop new products lines in response to end user needs.
- Created database of prime target prospects with rich intelligence on current providers, install base, buying factors and triggers enabling future marketing to be strategically targeted.
