Our Blog

Published in Case Studies

Rotarad Ltd manufactures a patented rotating valve kit for radiators which enables new or existing radiators to be rotated down to floor level for cleaning and decorating purposes - without having to remove or drain the radiator. The accessibility to the back of the radiator allows for deep cleaning, meaning harmful bacteria, dust and other allergens can be easily and regularly removed. In addition, the easy access to the back of the radiator means that maintenance and painting can be conducted without the inconvenience of having to remove the radiator from the wall.

The Challenge

The team at Rotarad were keen to assess the healthcare market opportunity for the rotating valve product and required market research to better understand the specifiers and contractors working in the healthcare field in the UK. In addition, Rotarad required an overview of the volume of refurbishment work conducted in the healthcare market, the scale of interest in their rotating valve kit and the reasons for this interest.

The Approach

As part of the research, Accelerate Associates interviewed NHS Estate and Facilities Managers to better understand: the types of heating system currently in place, their relationship and influence on contractors and specifiers, and their opinion on the Rotarad valve and its use in a healthcare facility.

In addition, further research was conducted to establish the volume of renovation and refurbishment works undertaken by the NHS in the previous two years, works planned in the subsequent two years and the nature of these projects.

Personnel at healthcare specification architects and plumbing contractors were also interviewed to understand their purchasing process, the potential need for the Rotarad valve, the likelihood of adoption and any potential barriers to market entry.


“We are very pleased with the final report containing interesting and comprehensive relevant detailed information that has strongly influenced and guided us with our approach to professionally present the Rotarad product to the relevant decision makers in the NHS.”

The Results

All NHS Trusts interviewed by Accelerate were using wet heating systems and radiators in some general wards and administration areas which may benefit from the retrofit of the Rotarad valve to aid cleaning and maintenance.

From a healthcare market perspective, the research highlighted a market for the Rotarad valve in healthcare departments that still use radiators and that do not plan to upgrade the heating systems to radiant panels or air handling units in the immediate future.

Interviewing contractors and specifiers highlighted another potential market in the care home sector and in some primary healthcare facilities e.g. GP surgeries.

The research also established key sales and marketing opportunities which could be utilised by Rotarad to enable UK market penetration in consumer domestic heating markets and healthcare.

Monday, 22 July 2019 12:58

Client anonymity and GDPR

Published in Blog

A common issue that arises when assessing the market for an innovation is whether the act of revealing the client will induce respondent bias within the survey or compromise confidentiality in the marketplace. 

The Market Research Society Code of Conduct states that members must not disclose the identity of clients or any confidential information about clients without the client’s permission, unless there is a legal obligation to do so.

Frequently, in business-to-business market research projects, clients request to remain anonymous. In the context of GDPR, whether this is possible depends on a number of factors such as whether the client is supplying any personal data for use in the survey process. For example, if a client supplies a database of customers in order to undertake a customer satisfaction survey. In this instance, the client must be named during the survey data collection process e.g. during a telephone or face-to-face interview.

Similarly, if a client will receive personal data from the survey process, they must be named. For example, if the client wishes to know who has participated in the survey, this information must be shared with the respondents during data collection in order for them to be able to provide us with their informed consent.

There are occasions when the client can remain anonymous. For example, if the client will receive only aggregated and anonymous data and has not provided any personal data, then the client may remain anonymous.

A key issue when conducting market research is determining who fulfills the role of data controller and data processor. In some instances, the roles can be shared between client and research agency and will be clearly set out in a contractual agreement.

At Accelerate, we take great care to explain to all respondents why we are contacting them and how we will record and process their responses and for what purpose.

Our work is confidential and respondents are frequently anonymous. On the rare occasions that revealing the client may significantly impact the research protocol, we ensure that appropriate measures are put into place such as:

  • The client is named at the end of their interview. This reasons for this are explained to all respondents at the start of their interview
  • We ensure that respondents know who we are and how to contact us if they have any queries about the survey
  • We reassure respondents that we will delete any personal data that has been collected during their interview should they withdraw their consent on learning the identity of the client.
Friday, 12 April 2019 16:00

Take part in our runners survey

Published in Blog

Take Part in The Runners' Survey!

We are currently interested in the opinions of all runners! Whether you are a recreational runner or an elite runner, the survey will only take a few minutes to complete and all respondents are eligible to enter a free prize draw to win a £25 of Amazon vouchers.

If you enjoy running and are interested in getting your views and opinions heard, then please take part in our Runners' Survey.

Take part in The Runners' Survey

The survey should take only a few minutes to complete and your responses will be collected anonymously. At the end of the survey, you'll be able to enter a free prize draw for a £25 of Amazon vouchers.

We'll only use your email address for the purpose of administering the Free Prize Draw which takes place at 5pm on 10th May 2019.

You may read our privacy notice here.

Monday, 11 March 2019 16:56

RAFI TONE innovation survey case study

Published in Case Studies

Asthma is the most common lung condition in children in the UK, affecting around 1 in 11 children. Although there is no cure for asthma, it can usually be controlled through the use of medications which are normally in the form of an inhaled substance.

For good asthma control, regular reviews with a healthcare practitioner specialising in asthma are recommended. It is also essential that children learn good inhaler technique and take their medication as directed by their healthcare practitioner (HCP).

Clin-e-Cal Limited has developed an app, RAFI TONE, to help young children with asthma to accept a spacer with face mask and to help children and their carers to understand good inhaler technique. The app works with the Clement Clarke Able Spacer device which features a whistle mask. The app recognises the tone of the whistle mask; driving a series of simple games aimed at young children. Only good technique will make the game work.

The challenge

To develop an innovation survey in the Salford area to determine if use of the RAFI TONE / Able spacer innovation has a positive impact on patient care in terms of improving asthma control, aiding communication of good inhaler technique with parents and children and reducing demand for additional healthcare intervention such as visits to A&E.

Customer Testimonial

“Working with Accelerate was made exceptionally easy. Philippa and Katherine were quick to pick up the brief and provided valuable input into the project design at all stages to enable us to derive the best value from the work. We found Accelerate to be thoroughly professional and flexible in the way that they work and interact and I would highly recommend their services to anyone seeking input for a bespoke market assessment project.” Lizzie Crawford, Managing Director, Clin-e-cal Limited.

The approach

Accelerate Associates was contracted to develop questionnaires for parents and carers of young children with asthma and healthcare practitioners involved in the management of asthma. The questionnaires were disseminated by a specialist Respiratory consultancy. Accelerate subsequently collated all the innovation survey data and produced the project report.


More than 100 patients used the RAFI TONE / Able spacer innovation with their parents completing baseline and follow up surveys. A total of 13 general practices across the Salford CCG area participated in the survey and feedback was collated from the HCPs responsible for the care of the survey patients.

The feedback obtained enabled a wealth of positive information to be reported back to the CCG including patients’ feelings about taking their inhaler, carers’ confidence in delivering inhaler medication, and the improved communication between nurses and patients about effective inhaler technique.    

Tuesday, 05 March 2019 08:55

Assistive technology for dementia care

Published in Case Studies

It is estimated that 850,000 people are living with dementia in the UK. Assistive technology devices can aid people with dementia, and their carers, by providing technological solutions to some of the challenges associated with dementia care.

The challenge

Accelerate was contracted to assess the viability of launching a new wearable assistive technology for dementia into the UK market. 

Customer Testimonial

“The market research report exceeded our expectations; it was thorough and independent and validated our own research. This clarified market competitors and what we should focus on as our next steps. The report has been reviewed by a number of peers and their feedback has been encouraging.” Michael Jacob, TigTag Solutions Limited.

The approach

Accelerate conducted primary research to ascertain the market potential for an entry level assistive technology device and to define the route to market.

In depth interviews were conducted with care home managers to assess the market potential in the care home sector. Accelerate also interviewed carers of dementia patients to understand the home care assistive technology market and gain feedback regarding the features of the device.

An online and postal survey gathered intelligence regarding awareness of assistive technology products in the general adult population and provided feedback on TigTag Solution’s product concept.


Accelerate Associates identified the most likely purchasers of the TigTag product and provided advice on the optimum method(s) for promoting a new dementia care assistive technology to the relevant market segments.

Secondary research identified potential competitors in the assistive technology market and Accelerate provided recommendations for the further development of the TigTag product based on current market products and future trends within the industry.

Blog Authors

Partnerships & Affiliations

Chartered Marketeer


Founded in 2007, Accelerate Associates is a specialist business-to-business marketing agency providing marketing and market research for science and medical technologies... More...


Suite D, Reward House
Diamond Way, Stone Business Park 
Stone, Staffordshire, ST15 0SD

Phone: 01785 747 102

This email address is being protected from spambots. You need JavaScript enabled to view it.


Subscribe to our newsletter to receive an e-mail every now and again with all the latest Accelerate news.

Click here to subscribe