Year: 2015-16
Company: Thermo Fisher Scientific
Liaison(s): Jason Kim Sarab Khandpur Priya Rangaraj
Thermo Fisher Scientific Inc. (TFS) is a global leading provider of laboratory equipment, reagents, consumables, software, and services for research, manufacturing, quality control, and clinical diagnostics, with annual revenues of $17 billion USD and approximately 50,000 employees worldwide. TFS has a comprehensive portfolio of protein gel electrophoresis products, including gels, gel tanks, stains, ladders, staining devices, and power supplies. These products enable researchers to separate proteins prior to performing downstream detection or analysis. There is a need for new and better products to meet customer needs, preferences, and changing market dynamics. The goals for this Team Masters Project (TMP) included: (1) understanding customer satisfaction, needs, and purchasing behavior for protein gel electrophoresis in order to guide future product development initiatives; and (2) recommending customer loyalty and retention programs (monetary and non-monetary) that resonate with end users. The KGI team conducted secondary and primary market research via surveys and interviews to address the goals highlighted above. The results of this TMP will support Thermo Fisher Scientific in product development and positioning efforts.