A large bioanalytical laboratory retained Kineticos to conduct an independent market and voice of customer (VOC) assessment of a potentially disruptive technology with applications in pre-clinical and clinical development. The laboratory was considering a partnership with external collaborators to commercialize the new technology. The technology had potential utility for pre-phase I assessment of a leading cause of pre-clinical drug failures. This VOC assessment would provide valuable insight and direction as the bioanalytical laboratory determined whether to proceed with a technical proof of concept study.


With strict confidentiality, Kineticos developed and distributed a user survey targeted to global pharmaceutical and biopharmaceutical companies and interviewed 17 scientists. We used the following methodology to conduct this survey:

  • Finalized project scope, objectives and constraints with key stakeholders
  • Developed a one page technical brief that described the technology including strengths, limitations and potential applications
  • Developed online survey instrument
  • Developed a target list of pharmaceutical and biopharmaceutical individuals to contact
  • Launched online survey and maximized responses
  • Contacted 17 scientists via phone or face-to-face to collect supplementary data with good diversity of responses, allaying concerns of a sampling bias
  • Analyzed data, then delivered a report and presentation to key stakeholders


The survey generated a total of 119 responses, substantially exceeding expectations of 25-40 responses, and included the proper balance of responses across three target demographics. We presented the findings to key stakeholders including an analysis of results including answers to key questions about the value of the technology across stages of clinical development, potential constraints or objectives to adoption of the technology and overall value of the technology.
While the business model was shown to be viable, due to laboratory internal restructuring and concerns about regulatory constraints that we validated, the bioanalytical laboratory decided not to pursue the technology.