A RyM study to assess the interest and willingness to pay for a sensor that prevents electrical fire hazard.
" It's good that respondents have the opportunity to interact and comment on each other's responses. Because of its methodology, the RyM study was a great compromise between cost, time qualitative and quantitative study. "
Robin SCHWAAR, Program Marketing Leader, Schneider Electric
L’accompagnement RyM en 3 mots : Accessible • Rapide • Qualitatif
Origins of the project: The project was born in partnership with a supplier, in another division of Schneider Electric. It consisted in developing a module, a sensor which would allow to collect informations and prevent electrical fire risks. At the beginning of the project, the high power cabinets were the installations targeted by this sensor (thus mainly the industrial sector). Our objective, in addition to the product benefit, was also to facilitate installation and to reduce space requirements and installation costs. After its launch, it was well received by the various subsidiaries and customers, despite a rather long sales launch.
In the same time, our project, with the same supplier, has developed. Based on the same objectives, the idea this time was to develop a sensor adapted to lower power cabinets, which would better adapt to the marketing and technical specifities of terminal boards, which would make us more competititve on small tertiary installations in particular.
Issue: At this stage, we had conducted a preliminary study with another service provider to test the concept with potential customers, but the results were not sufficient. They did not allow us to make a concrete decision for the continuation of the project. The problem was the lack of customer feedback, the study was incomplete and the presentation of the concept was partial. The respondent's understanding of both the issues and the concept was not good, which biased the results. Because there was no qualitative information collected, we could not know the explanations behind the graphs and results that were presented to us. What we were looking for was explanations. We wanted to have answers to our questions. We wanted to be able to make decisions and to know the willigness to pay of the end customers, professional electricians working in the small tertiary sector and managers of the small tertiary sector. That's why we called on Reach your Market and its teams that we know well.
Benefits: The results of this study were of good quality and surprisingly rich ! The presentation of verbatim, in addition to the analyses, now allows us to better understand the interest for the product. This gave us clear and decisive information for the continuation of our project. The information that emerges from the study is of quality and quantity. The respondents were able, thanks to a video presentation, to clearly understand our concept and express themselves without bias.
The added value of this support is the analysis of the acceptability of the innovation. This information is a real bonus, which allows to understand why the project is interesting and what are the problems linked to it. The richness of this study is the method. A study with 30 potential users is a good compromise and brings out reliable results. With a volume of respondents halfway between a qualitaive and quantitative study, a method of analysis and a clear and precise transcription of the results, our project team is totally satisfied.
Finally, I really appreciated the intervention of the community platform Yoomaneo. With a precise and methdological selection of target users, we can directly extract elements from the participants' speech to use in presentations to managers. It is also a good thing that respondents have the opportunity to interact and react on the answers of others. Thanks to its method, the RyM study was an excellent compromise between cost time, qualitative study and quantitative study..
