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
Maximize Your Share of the Life Science Instrumentation Market 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