고객 여정 매핑과 메시지 테스트를 통한 편향되지 않은 인사이트 확보
과제
GLG의 고객사인 대형 반도체 회사에서 기존 포트폴리오를 강화하기 위해 소프트웨어 기반 데이터 센터 시장을 살펴보고자 했습니다. 고객사는 최대 과제, 반도체 산업 내 지속가능성 적용 문제, 공급사 선정 기준 등을 파악하고자 했으며, 또한 솔루션의 핵심 제품 특성을 이해하고, 어떤 기존 및 잠재 업체가 존재하는지 알고자 했습니다.
GLG의 접근법
GLG는 고객사와 협력하여 미국, 유럽, 중동, 아프리카를 대상으로 각각 2시간씩 총 여섯 차례에 걸쳐 온라인 포커스 그룹을 실시했습니다. 리서치팀은 진행을 위한 토론 가이드를 작성하였고, 고객의 타겟 페르소나 및 산업에 해당하는 전문가를 모집해 포커스 그룹에 참여하도록 했습니다.
결과
GLG의 온라인 포커스 그룹을 통해 고객사는 주요 고객으로부터 실시간 피드백을 확보할 수 있었습니다. 덕분에 해당 분야의 주요 과제를 파악하고 타겟 고객을 대상으로 어떻게 포지셔닝할지 이해할 수 있었습니다.
GLG에서 포커스 그룹 진행을 위해 필요한 토론 가이드를 작성했으며, 고객사와 함께 모든 가이드를 테스트하고 이터레이션을 진행했습니다.
타겟 전문가 확보
GLG는 클라우드 솔루션 아키텍트, 개발운영 담당자, 디지털 서비스 업체와 같은 틈새 산업의 최고 경영진, 하이퍼스케일 클라우드 서비스 업체 출신을 포함한 전문가를 모집해 고객사와 연결했습니다.
독보적인 인사이트
조사 결과를 취합 및 종합하여 60 페이지 분량의 보고서를 작성하였으며, 6회의 온라인 포커스 그룹 각각에 대한 녹취 파일과 스크립트도 제공했습니다
세계적인 지식 네트워크를 보유한 GLG는 고객사와 분야별 전문가를 연결해 현실적인 인사이트에 기반한 현명한 의사 결정을 지원합니다. 여러 전문가로 구성된 GLG 팀이 고객사와의 긴밀한 협력을 통해 맞춤 접근법을 제시하여 기간 내에 문제를 파악 및 분석하고 해결안을 찾을 수 있습니다. GLG는 전문적인 의사결정에 필요한 인사이트를 제공합니다.
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.