Date: Jul 21, 2010 Source: (
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Bio-G recently commissioned a study by King Research, a market research firm
specializing in qualitative and quantitative research for technology corporations.
The goal of the study was to learn what challenges are faced by customers and prospective customers in biotechnology manufacturing. We also wanted to understand what products and services customers would like to see to address their biomanufacturing challenges. We also wanted to learn what customers recommend with regard to marketing and other outreach efforts for Bio-G in future.
Methodology
The research methodology consisted of two key components. First, a survey was sent to subscribers to BioProcess International, resulting in 57 completed surveys. Then, in-depth interviews lasting 50 - 60 minutes each were also conducted with 23 customers responsible for engineering, manufacturing process design, operational excellence, project management, supply chain development and management. This total of 80 substantial inputs from customers gave us a comprehensive view of customer perceptions and needs.
Results
Nearly 70% of survey respondents are not using biotechnology manufacturing process modeling software today. The majority of interviewees told us they were familiar with simulation and process modeling software but felt it was designed for other industries and still had significant gaps in meeting their biotech-specific needs.
The most frequently mentioned manufacturing/business challenges faced today are interrelated and include, coping with the complexity of the manufacturing process, the avalanche of supply chain and production data, the consolidation of facilities resulting in more products being manufactured in a single facility, the cost of inefficiencies and bottlenecks, and ramping production to the maximum level possible in a single facility (debottlenecking)
Aside from customers who are using Bio-G products and services, most of the interviewees rely heavily on their experienced staff and a mix of basic tools, e.g. Excel, plus techniques that don't really get close to addressing the supply chain and production challenges they face and which are described above.
Our interviewees described severe limitations of the tools and techniques they use today. They described a long list of features of their "ideal" solution, most of which tightly matches what Bio-G provides today. Interviewees described a long list of expected positive outcomes as a result of implementing their "ideal".
Actions Resulting from This Research
Based on what customers recommended in this research study, Bio-G now has a significant to-do list with regard to outreach efforts. We've participated in conferences for quite a while and that will continue. In addition, we're significantly updating our website, starting a newsletter and writing white papers on topics that customers described as significant challenges.
We received very helpful feedback on what customers want in their "ideal" solution, and this will be used to drive product development. We'll also start a Customer Advisory Board (CAB) to help drive product development priorities in future.
While this survey and interview project has given the company excellent guidance on customer perceptions and needs, we plan to continue listening to customers via future surveys, interviews, CABs and onsite customer meetings.
