The client’s vision and next steps came into alignment, with a thorough understanding of the opportunity available in light of the needs and expectations of the target customer.
DHC and the client jointly determined that a Voice of Customer survey of cell therapy developers would best address the parameters that should be taken into account when considering the raw material needs of the potential market. These parameters included the projected demand for the raw materials, manufacturing and testing requirements, variations in the product offering that would appeal to distinct market subsegments, and what kind of characterization data might interest a future customer. The steps taken to complete the project were as follows:
Survey participants were asked to rate four different parameters of the proposed product concept using an Expectation Scale of 1-5 (1 = falls below expectations, 5 = exceeds expectations). Survey participants were divided into three customer subgroups corresponding to distinct subsegments of the product’s target market (denoted by color). The mode for each product parameter rating by customer subgroup is indicated by a box outline and corresponding subgroup color.