DISCOVERING THE POWER OF SMALL
Finding product-market fit for a molecular diagnostic device
Client: QIAGEN
Role: Intern, leading a team of 4
the challenge
QIAGEN’s latest molecular diagnostic device was late to the market. With incumbents already dominating the market, how might we drive demand for our product?
the methodology
K-means clustering, 1-on-1 interviews with doctors, sales and product teams
the work
Identify the most valuable customer segments for our product quantitative analysis of purchase behaviors
Conducted stakeholder interviews to get a holistic understanding of the pain points and needs of purchase decision makers
Positioned our product for the niche segment with an integrated marketing plan
the impact
Our findings helped QIAGEN sales team identify their most valuable customers and informed the prioritization of cartridge orders. This information also solidified their product positioning strategy by targeting a specific niche market segment.