About This Project

A manufacturer of pathology instruments and equipment wanted to understand customer purchase drivers and to what extent current and alternative positioning statements would resonate for the global market.


A two-phase qualitative and quantitative study with a cross section of clinicians was conducted in China, France, Italy and the U.S. Using a range of tools and techniques, including a visual metaphor exercise on the competitive landscape, a driver analysis to identify true (versus stated) purchase drivers, and a positioning rank-and-rating series of questions, the study uncovered important insights to help the company reposition its brand and develop new offerings aligned with revised core messaging.