企業の課題
北米市場へ新規参入するにあたり、ある日本の大手企業のチームは、自律走行車と重機のベータテストをさまざまな産業環境で実施し、そのユースケースを評価したいと考えていました。しかし、言語と文化の壁に阻まれ、具体的かつ実用的なインサイトを十分に得られない状況でした。
GLGのアプローチ
GLGのエンゲージメントチームは米国の建設業界を対象に、サプライチェーンを構成する主要企業などを含む現在のビジネスエコシステムを評価し、顧客のアンメットニーズと重要な購買基準を把握するための調査を計画しました。同様の重機や自律型ロボットの価格体系も明らかにすることによって、北米市場への進出を支援することも目的にしていました。
必要なインサイトを収集するため、数か月にわたってさまざまな調査を実施しました。最初に、幅広い分野の主要なオピニオンリーダーを対象に30件のインタビューを実施しました。次に、ターゲットを絞ったB2Bの顧客120名にオンライン調査を行うとともに、プロジェクトチームと企業の関係者が参加する8回の対話型ワークショップを開催しました。
このプロジェクトでは、GLGアドバイザーである3人の専門家-多業種のコンサルティングにおいて20年以上の実績を持つ経験豊富なB2B市場リサーチャー2名と、自律走行型搬送ロボット(AMR)の大手プロバイダーでディレクター経験のある専門家が協力して調査にあたりました。
結果
125ページに及ぶ最終報告書では、業界の状況に関する定性的なレビューだけでなく、詳細なPSM(価格感応度)分析など、 データに基づく定量評価も盛り込まれました。
GLGはグローバルネットワークの強みと複数の調査手法を組み合わせて、企業の今後の事業計画に役立つ客観的で詳細なインサイトを明らかにする、オリジナルソリューションを作成して実行しました。
ニッチで進化の著しい業界を全方位から分析
依頼主である日本の大手企業は、日々進化を遂げている自律走行車業界の特質を踏まえると、従来型の経営コンサルタントには頼れないと判断しました。そこで、各分野の専門家からなる有能なチームの協力を得ながら、二次ソースから取得した古い情報を処理するのではなく、ファーストパーティデータを活用し、一次調査に焦点を当てた方法を選択しました。
定量的なVOC(顧客の声)調査
オンライン調査におけるデータの完全性を確保するため、GLGのサーベイチームは、独自のテクノロジープラットフォームと北米の建設業界に詳しい専門家を厳選してB2B顧客調査を実施しました。
数回にわたる対話型ワークショップ
今回の調査では技術的なすり合わせや説明が必要だったため、企業の経営陣(チーフエンジニア、COO)を対象にブレーンストーミングスタイルの自由な会話が可能なワークショップを複数回開催しました。
1~2営業日以内に、担当者よりご連絡させていただきます。
Hilary Malone PhD, has over 25 years of experience in global drug development, regulatory &government affairs, manufacturing and commercialization within the biopharma industry. Hilary hassignificant board level and executive committee experience including large scale organizationalrestructuring/transformation/integration, major M&A, biotech start-up, capital raising, investorrelations and pre-IPO.
Hilary is currently CEO of Stylus Medicine, a private genetic medicine biotech company. Previously sheserved as CEO of a Series-A neuroscience company. Prior to these roles, Hilary served as COO & EVP atValo Health Inc., Chief Regulatory Officer & SVP at Sanofi Inc., and Chief Regulatory Officer & SVP atPfizer and Wyeth. Previous experience also includes senior regulatory and drug development roles atReata Pharmaceuticals Inc., AstraZeneca plc and GlaxoSmithKline plc.
Hilary also serves on the Board of Directors of Hansa Biopharma and Adthera Bio. Hilary holds a PhD inMolecular Neuropharmacology and a BSc in Physiology.
Dr. Thomas Lönngren is Director at his own company PharmaExec Consulting AB. He is the Chairman of the Board of directors at Egetis Therapeutics AB, Sweden. Dr Lönngren also serves as board member at Compass Pathways PLC, London UK and NDA Group, Sweden. He acts as advisor to the following companies and organizations: NDA group, Sweden, Sweden, Artis Venture, San Francisco, US, Fujimoto Japan, Skin2Neuron Pty Ltd, Sydney, Australia, US, Special advisor to the Centre for Innovation in Regulatory Science (CIRS), London UK. From 2001 until2011, Mr.Lönngren served as the Executive Director of the European Medical Agency. He was previously Deputy General Director of the Swedish Medical Product Agency until 2000. He has a degree in pharmacy and MSc in Social and Regulatory Pharmacy from Uppsala University. He is also an Honorary Member of the Royal Pharmaceutical Society of Great Britain, Honorary Fellow of the Royal College of Physicians in Great Britain, Honorary Doctorate from the University of Uppsala, Honorary Doctorate from University of Bath, UK.
Marie-Anne has built a portfolio of senior advisory and non-executive roles, following a successful international career in the FMCG and Luxury sectors. She is a non-executive director of Haleon, a FTSE100 company listed in 2022 after the demerger from GSK. She is also chairwoman of Haleon Environment and Societal Sustainability committee. She is the executive director of the Pierre Fabre Group where she also sits on the Strategic Committee, and she is a Board Member of The Academy of St. Martin-in-the-Fields, one of the world’s most prestigious chamber orchestras. She is also an angel investor and focuses her time and investments on start-ups with the strongest purpose and impact.
Marie-Anne is also a regular lecturer at HEC Paris on purposeful leadership, and she has created a serious game called “Planet Purpose” to upskill people on sustainability and purpose. Throughout her 35year executive career she delivered a strong track-record of business performance and growth in brands and portfolio in both developed and emerging economies.
As a senior leader with Unilever, she led a number of different personal care categories across France, Spain and the USA – including managing the Dove brand worldwide and culminating in leading Unilever’s global Oral Care division. She also worked for LVMH as Brand General Manager of Dior Perfumes and Cosmetics worldwide. Marie-Anne was also Vice-President of Imagine for Margo – Children with Cancer for ten years, a charity she helped found in 2011 with the goal of eradicating children’s cancer. The charity is the #1 charity focused on child cancer in France and has fundraised more than €14m since its creation. Marie-Anne is a graduate from HEC Paris. She is married and has two children aged 29 and 26.
Patrick Jephson is a consultant, journalist, broadcaster and New York Times bestselling author, based in Washington D.C. He is a published authority on corporate and personal branding and crisis communications, addressing conferences worldwide as well as events at the U.S. State Department, the American University and the Annenberg School for Communication and Journalism.
With more than twenty-five years’ experience in the government, luxury and family office sectors, Patrick’s portfolio has included globally admired brands as well as national agencies and NGOs. He has also worked on reputation and legacy briefs with European, Middle Eastern and Asian families, including royalty. He now writes, presents, and advises on factual and drama TV programs, appearing on every major American and many international networks. He was recently an expert consultant to the award-winning Netflix series The Crown and provided live commentary on the Coronation of King Charles.
Patrick owes much of his practical communications and protocol experience to Princess Diana, who chose him to be her equerry and only private secretary/chief of staff. He served the Princess for eight years, responsible for all aspects of her public life, global humanitarian initiatives, and private organization. Having worked for an internationally high-profile woman (and as the father of two professionally successful daughters) he feels a special affinity for cross-cultural, gender and perception issues.
Patrick was born and raised in Ireland and holds a master’s degree in political science from Cambridge University. As an officer in the British Royal Navy, he served all over the world before being selected for royal duty. He is a citizen of the U.K., U.S.A., Ireland, and Canada.