BioInformatics LLC’s June 2011 report, Maximize Your Share of the Life Science Instrumentation Market (11-004), was designed to help suppliers identify brand strengths and weaknesses and to provide direction as to how to differentiate instrumentation offerings. This report offers suppliers an unbiased assessment of how major brands are performing compared to their closest competitors. Based upon the opinions of almost 1,500 life scientists worldwide, these insights can help create a “halo” effect surrounding a company’s products—creating excitement, allowing for premium pricing and generating goodwill that translates into future sales.

From the perspective of scientific consumers who use, recommend and/or buy instruments, this study analyzes how brands are perceived throughout the industry. Attributes such as brand recognition, popularity, relevance and differentiation are measured, along with the degree of loyalty scientists have toward specific brands of instruments—and why. Purchasing criteria is established, likelihood of recommending a brand to colleagues is explored and brands are compared side-by-side with regards to price, innovation and quality. Additionally, this study provides trending research about how major suppliers’ brands have been performing over the past 18-24 months.

Suppliers profiled in this report:

AB SCIEX (Danaher)
Affymetrix
Agilent Technologies
Applied Biosystems (Life Technologies)
BD Biosciences
Beckman Coulter (Danaher)
Bio-Rad Laboratories
Bruker Daltonics
Caliper Life Sciences
EMD Millipore
GE Healthcare
Illumina
Molecular Devices (Danaher)
PerkinElmer
QIAGEN
Roche Applied Science
Sequenom
Shimadzu
Takara Bio
Tecan
Thermo Scientific
Waters

Table Of Contents

About the Respondents
- Country, region
- Institution/company/organization
Brand Awareness and Usage
- Brands in top-of-mind order
- Association with identified brands for life science
research
Brand Experience
- Perceived differentiation among brands
- Perceived trends in differentiation among brands over
the last two years
- Degree in which companies supply equipment needed
for research/work
- Change in degree in which companies supply
equipment needed for research/work over the last two
years
- Performance of equipment by brand
- Change in performance of equipment by brand over
last two years
- Brand popularity
- Change in brand popularity over the last two years
- Brand advantages
- Change in brand advantages over the last two years
- Customer experience vs. expectations by brand
- Change in customer experience vs. expectations by
brand over the last two years
Satisfaction with a Brand’s Products
- Most and least important brand attributes when
making a purchasing decision
- Satisfaction with product attributes by brand
- Overall satisfaction by brand
- Likelihood of recommendations
Brand Comparisons
- Brand comparison by price
- Brand comparison by quality
- Brand comparison by innovation
More on the Respondents
- Early/late adopter
- Job Position
- Areas of research
- Experience
- Role in selecting consumables in lab
- Role in selecting equipment/instrumentation in lab
- Annual operational research budget for 2011
- Percent of 2011 budget devoted to capital equipment
- Size of lab
Free Text Question
- How respondents decide between what they perceive
as nearly identical brands

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