Using quantitative research for product differentiation in laboratory instruments

Objective: To understand the unmet needs of immunohaematology laboratories in order to bring step-change to next-generation automated instruments.

Approach: Bringing together a number of the client’s internal stakeholders we identified the key uncertainties in their knowledge of immunohaematology laboratory workflow. Using quantitative research techniques we explored the unmet needs in detail by spending time immersing ourselves in laboratories and building an accurate, detailed picture of the workflow. 

Result: We identified a number of opportunities for our client to ‘delight’ future customers through differentiation from the competition. Crucially, we also discovered functionality that was previously considered to be mandatory but did not, in fact, address the real needs of the market.

Benefits: Our client was able to formulate a robust Marketing Requirements Specification, mitigating the risk of committing to an inappropriate development specification at the earliest possible stage.