Launching a new technology: Integrated research in the dental sector

September 2019

​

This market research project was born from the need of Mectron Spa (one of the most important manufacturers of high-end dental instruments on the Italian and international market) to understand the market impact of a new technology on its equipment.

In particular, the customer's interest was to have a preliminary comparison with future Italian and foreign users (dentists and hygienists) before investing in product modifications.

​

the information to be obtained

The dentist segment is made up of different attitudes towards applied technologies: for this reason Mectron was interested in discovering:

​

• knowledge among dentists and hygienists of the new technology and its benefits

• the impact on interest in Mectron products

• the impact on pricing policies

​

research process

The proposed and accepted research method was a mix of in-depth telephone interviews with the company's global distributors and in-depth on-site interviews with a sample of dentists and hygienists in Italy.

Our support consisted in writing the two interview tracks in English and Italian (with the necessary differences motivated by the different expectations of the interviewees), finding dentists and hygienists in Italy, carrying out the telephone interviews and on location in Milan.

​

result

The fieldwork lasted a total of 2 weeks in full compliance with the deadlines requested by the customer, helping Mectron marketing in the correct launch of the new technology, as well as having added greater awareness of its understanding (and study) in international markets and in Italy.

Recommended readings

- market research in healthcare

- Integrated Research Venezia FC

- Market research for the launch of a new brand in pet food