Year: 2015-16

Company: Thermo Fisher Scientific

Liaison(s): Ramesh Sathiyaa Theodore Straub

Thermo Fisher Scientific, Inc. is a global biotechnology
company that provides life science products and
services to various markets including those in both
the nonprofit and for-profit sectors. Through products
such as the OpenArray® and the QuantStudio™ 12K
Flex Real-Time PCR System, Thermo Fisher provides
access to high throughput qPCR processes. With this,
customers are able to analyze samples through SNP
genotyping, gene expression, microRNA analysis, and
Although already a market leader, in order to better
meet the needs of its customers, Thermo Fisher has
developed various current workflow improvements.
The biggest needs were determined and then two
concepts were developed that uniquely improved
workflow. A third concept combined the first two
concepts. A survey was created and was sent to
potential customers around the world to determine
how they valued each concept and how much they
would pay for each concept.
Many factors (such as the cost of developing and
marketing that concept) still need evaluation prior
to implementation. However, based on the business
decision and concept designs the Team Master’s
Project presented, the three concepts were evaluated
through the Kano Model and van Westendorp. It was
determined that concept one had the most attractive
attributes of the three; however, all three concepts had
significant levels of indifferent attributes. The pricing
and evaluation data was analyzed and used to give
recommendations to Thermo Fisher on next steps.