Identifying customers with different product needs

Our client (GE Healthcare) wanted to refine its range of spectrophotometers, and launch a new one in order to meet the competition from another company.

We designed a bespoke study to quantify the needs of users of this type of device and then used segmentation algorithms to identify four distinct types of customer that placed value on different spectrophotometer features.

A second, qualitative, stage of research then explored the profile of each of these groups in depth – by re-contacting a selection of customers from each of the identified segments.
As a result of the research, GE was able to rationalise its range of spectrophotometers and develop new products to meet the needs of target groups.

“Congratulations on a very professional survey, analysis and presentation! This is an extraordinary piece of work. It is evident the amount of effort that went into it.”

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