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.

 

skills

 

Quantitative & Qualitative Research, Product Positioning, Integrated Marketing Strategy