StudiesLearning About New Products in 2003 Given the increasing demands upon a scientist’s time—publishing the latest results, assembling a tenure package, writing the next grant, advising a student, or attending a committee meeting—the actual time spent conducting experiments continues to shrink. Today’s scientists have therefore become savvier regarding how they learn about new reagents and techniques that will assist them in their research. This evolution has occurred for two complimentary reasons: primarily, scientists do not have time to spare learning about information not directly relevant to their work and secondly, scientists are looking for more efficient tools for conducting their research. Therefore, The Science Advisory Board wanted to understand better what sources of information are the most valuable to researchers. To this end, the Board interviewed over 1,900 of its members in a study designed to assess how they learn about new products. The most common way a scientist becomes informed about the next generation of technologies is from life science catalogs mailed to their lab. Interestingly, 54% of them will keep a catalog that they received, but did not request rather than throwing it away. “I suspect that rather than paging through the catalog immediately after they receive it,” suggests Tamara Zemlo, Ph.D., MPH, Director of Scientific and Medical Communications of The Science Advisory Board, “scientists save it as a reference that they will then refer to when a need arises.” In support of this assertion, the study found that researchers rely on printed catalogs to include detailed protocols and technical information over safety warnings and handling instructions. However, as opposed to catalogs scientists are much more discriminating about direct mail pieces. In fact, members of The Science Advisory Board currently using a particular vendor’s products are the ones who would be most likely to open unsolicited mail from that vendor as opposed to individuals who are not using those products. “Certainly corporate name recognition and brand loyalty influence scientists’ advertising preferences,” claims Dr. Zemlo. Nevertheless, scientists can be more accepting of other information sources depending upon the delivery method. For instance, receiving an email about a new product or technology from a vendor would be preferable to receiving an email about a new price or special offer. A scientist’s attention is most typically drawn to a particular advertisement if it contains text describing a technique or technology of interest. After seeing an interesting print advertisement, 37% of the scientists surveyed are most likely to visit the supplier’s Website. When scientists require more information about a particular product or technology, they typically do prefer to conduct their own research on that vendor’s website. Scientists also find it more useful for a vendor’s website to contain detailed product information over information about product availability. The ultimate attraction, which appears to transcend most time considerations, is the free product sample. Receiving complimentary reagents and/or kits for evaluation would most influence a scientist to purchase a product that he or she has never used before. “There is a lot to be said for hands-on learning,” observes Dr. Zemlo, “and I think that most scientists are willing to invest a little of their spare time tinkering with a new product if they didn’t have to also invest the funds to purchase it.” The Science Advisory Board is an online panel of more than 15,700 scientists, physicians and other life science and medical professionals from 62 countries. By convening electronically, Science Advisory Board members participate in online studies to voice their opinions on issues that directly affect the evolution and development of new technologies and products. If you are interested in participating in studies on the tools and techniques of your profession, please register for our Research Panel, or contact Jen Halverson, Membership Coordinator, for The Science Advisory Board for membership information and study details. Your identity and personal information will be held in the strictest confidence, and you will receive compensation for any studies in which you choose to participate. [ View Current & Future Studies ] [ View Past Studies ] |
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