Case Study
Branding, Image & Positioning Research – Sterility Testing Solution
Objective of the Study
Our client, a leading supplier in the life sciences industry top ten (bioscience, lab solutions, process solutions) is renowned for its sterility testing solutions.
With this study, the client would like to reinforce its image as a pioneer and innovator among life science players and regain customers it lost to competitors and ultimately boost its market share.
Methodology
GEOGRAPHICAL SCOPE:
US, Canada, Brazil, UK, France, Germany, Spain, Italy, Belgium, Switzerland, Japan, Korea and Singapore
METHODOLOGY:
Exploratory phase I – benchmark & qualitative interviews
Internal workshop with the client and setting up phase II of the research
Confirm phase II – mix-mode qual/quant survey
TARGET DETAILS:
Both pharmaceutical and biopharmaceutical customers
Performing sterility tests in laminar flow hoods, bio-safety cabinets, clean rooms or sterility isolators
Interview of 5 different manufacturing sites per country, split according to different industrial activities:
QA/QC technicians and managers
Method development or validation specialists
Directors of manufacturing sites
MAIN RESULTS
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Reinforcing Industry Leadership:
- The client, a top-tier supplier in the life sciences sector, is widely known for its sterility testing solutions.
- This research sought to explore ways for the client to regain market share, positioning itself as an industry leader and addressing competitors’ advances.
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Market Feedback on Existing Products:
- The research gathered significant external customer feedback on the client’s sterility testing devices, specifically focusing on unmet needs, customer expectations, and potential product improvements.
- Feedback indicated areas where current solutions could be either refreshed with incremental improvements or completely redesigned with innovative concepts to meet evolving customer needs.
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Analysis of Market Trends:
- Key market issues and trends, including economic, technological, and competitive factors, were analyzed. This identified areas where the client could address shifting demands and opportunities for growth.
- An important focus was on identifying potential switching behaviors from competitors and understanding price acceptance and trade-offs.
KEY TAKE-AWAY
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Strategic Direction for Product Development:
- The study recommended two possible strategic routes:
- A refresh of the existing sterility testing solution, focusing on enhancing current capabilities.
- A redesign of the product, introducing entirely new and innovative concepts that could differentiate the client from competitors.
- The study recommended two possible strategic routes:
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Customer-Centric Insights:
- The research underscored the importance of aligning product development with customer feedback. Specific areas such as ease of use, efficiency in testing environments (e.g., laminar flow hoods, clean rooms), and sterility isolator functionality were critical to target.
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Regional and Sector-Specific Variations:
- Customer needs and preferences varied across different regions and industrial activities, including pharmaceutical and biopharmaceutical sectors.
- A tailored approach was recommended for each market, taking into consideration regional dynamics across key locations such as the US, Europe, and Asia-Pacific.
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Phase II for Further Exploration:
- The next steps include proceeding with Phase II of the research, which will involve a mixed-method approach (qualitative and quantitative) to confirm initial findings and delve deeper into customer preferences and price acceptance.
