As innovation moves from the lab to the market, a new research phase begins for the entrepreneur: the market research phase.
Inspired by a new technology that can change the world, critical questions need to be addressed. Is there a market for my innovation? Who are my clients? What do they need? Is my innovation filling that gap in the market? Who are my competitors? How are they approaching the market? If these questions are unaswered, entrepreneurs meet potential investors or partners with only a basic understanding of their market.
The objective of this book is to fill this gap. It is a practical manual that gives entrepreneurs real-world advice and tools to build a solid market model. The book provides tips, models and tools entrepreneurs can use to collect, interpret and present their market and integrate it into their business plan.
What the entrepreneur learns in this book will help him throughout his journey. After going over the market research process, he will learn how to design and use a number of market research tools, and how to adapt them in a life science context. From building a web survey to preparing interviews to doing your own secondary research, this handbook will help him gain a comprehensive understanding of how to perform his own market research activities and how to analyze his data.
Finally, a number of frameworks (such as the TAM-SAM-SOM as well as the KANO Model) are described so that he can efficiently share what he has learned, using models that simply yet effectively shares findings.
Table of Contents
Preface; Chapter 1 - Introduction to market research; Chapter 2 - The Market research basics; Chapter 3 - Primary research; Chapter 4 - Secondary research; Chapter 5 - Analyzing data; Chapter 6 - Estimates and models; Chapter 7 – The look n’ feel; Chapter 8 - Final Words; Chapter 9 - Bibliography & Further Reading; Annex - Comprehensive Market Research Checklist
Jean-Francois Denault has been working with innovators and entrepreneurs in life sciences as a professional consultant for over fifteen years. Through the years, he has worked with over 40 different clients in life sciences (including larger companies such as J&J, Denka Seiken and Chemo Group). His clients are located all over the world, having completed projects with clients in over 25 different countries.
Jean-Francois specializes on the life sciences segment. As such, he has completed projects related to pharmaceuticals, biotechnology, medical devices, nutraceuticals and healthcare. Most of his projects have been in the market research, marketing strategy and competitive intelligence space. He possesses a graduate degree in Management Consulting, an executive MBA and graduate degree in organizational communication.
He is member of the Editorial Boards of the Journal of Journal of Brand Strategy and the Journal of Digital & Social Media Marketing, and has written a half-dozen articles for various publications. He is on the Advisory boards of several start-ups (including Marshall Hydrothermal and JustBIO) as well as being a member of Pharmed Canada’s CMO- CDMO Strategic committee. He is also an active member of his community, being President of the Lanaudière Alzheimer Society since 2012.