THE HUMAN LAB

The Human Factors Centre is a human factors consultancy that helps medical device manufacturers and pharmaceutical companies successfully conduct front end user research and test their products.

 

The Bristol-based company conducts its research in The Human Lab, a state-of the art viewing facility and usability lab, which is fully sound-proofed and installed with all the latest HD recording equipment. 

 

Aware of The Human Lab’s potential appeal to other organisations running similar studies, The Human Factors Centre wanted to see if there would be a market for hiring out The Lab and if this could become a viable, additional business stream for the company.

 

Welbeck Marketing was approached to work on a six-month project to establish if there was genuine business demand for The Lab’s specialist environment and facilities, and if so, to generate leads and enquiries.

 

Working alongside The Human Factors Centre, Welbeck Marketing identified three key target audiences; human factors specialists, qualitative market researchers and training and conference organisers, and conducted a thorough market assessment of each sector.  

 

Detailed customer segmentation and profiling of these potential customers informed the development of a tailored and fully comprehensive marketing plan, which included:

 

• Reconfiguring The Human Lab’s existing website and enhancing its SEO performance

• Google advertising

• Targeted LinkedIn Inmails

• Cold calling

• Building online presence and profiles

 

Welbeck also created and maintained a customer database for ongoing client management and is developing partnership relationships with other viewing facilities with a view to building a national partnership network.

 

Within four months of the project, Welbeck’s approach generated over 20 enquiries from highly targeted companies and raised widespread positive awareness of The Human Lab amongst key customer audiences.

 

Welbeck’s early results and the enthusiastic feedback received from each sector validated The Human Factors Centre’s proposition that The Human Lab could generate additional revenue and the company is proceeding with further investment to develop this business stream.  Welbeck Marketing has been retained to focus on further lead generation and conversion.

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“We are delighted with the results we have seen from working with Welbeck Marketing.  They understood what we were looking for from the outset and devised a strategy to deliver exactly what was needed. As a result of their plan and implementation, we have confirmed the viability of our business idea, established and contacted a new core customer base and generated significant leads for The Human Lab – more than we could have hoped for in such a short space of time.””

 

Andrew Labat-Rochecouste

Founder and Owner, The Human Lab

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