A joint venture between two European companies was looking to maximize the commercial potential of its automated plate reader and requested that Kineticos provide them with a comprehensive overview of customer needs. Specifically, the sponsor needed insight into what current competitive offerings being utilized, competitive product codes, and a variety of insights regarding customer’s current processing of microbial cultures.


Kineticos developed and launched an online voice of customer study designed to extract key buying preferences from seven different customer segments. Kineticos monitored the study on a daily basis and took an active approach to fielding responses to ensure the study achieved statistical significance.

After the customer study was completed, Kineticos conducted interviews with ten Key Opinion Leaders to gain additional customer feedback.


After promptly meeting respondent quotas for each customer segment and achieving statistical significance and conducting the interviews, Kineticos analyzed the data and presented their client with fact-based recommendations. Kineticos also was able to make recommendations on key customer requirements.