Background and Challenge
The client, a consulting firm, wanted to conduct a VOC survey on behalf of a leading provider of in vitro diagnostic/life sciences products. They further wanted to understand the market landscape by gathering feedback from Diagnostic device purchasers and Life Sciences customers.
Our Solution
Phronesis’ approach included:
- targeting professionals responsible for or involved in decision making/procuring diagnostic devices, such as laboratory Heads/directors/head of departments/lab technicians, clinical trial managers, medical technologists, laboratory managers, head of IT across Major Commercial Labs (Public/private), small/medium/large hospitals, and private practices
- identifying and targeting professionals amongst life science customers who were involved in sourcing/procuring life science materials (molecular reagents/antigens/anti-bodies or other cellular/molecular substances used in research/study purposes)
- recruiting a sample containing 25 respondents each from Major Commercial Labs, Small/Medium Hospitals, Large Hospitals, Physician Practices, IVDs, Academic Institutions, and Pharma/Bio-Tech Companies for a 15-minute Quantitative survey
Results
The study helped the client:
- explore general concerns and market growth areas
- discover titles across the industry involved in sourcing and decision-making
- conduct brand evaluation for their client
- provide brand loyalty data
- understand supplier reputation and provide insights on the key customer expectations
