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CASE THREE:

PROBLEM / OPPORTUNITY:
An internationally owned dental product manufacturer wanted to test their European systems in North America. Parent company management wanted to introduce the programs without research, assuming that it would be as successful as it is in Europe.

SOLUTION:
Cornerstone recommended a telephone attitudinal study among US and Canadian dentists. The study tested the potential of the new systems, and uncovered reactions and acceptability. The study determined that North American dentists are too ingrained in their current systems, and are reluctant to change.

ACTION:
The research suggested that the European systems would not be successful, saving the company $4 million they would have had to spend to market it, as well as a potential image problem stemming from a failed product introduction.