Background
A global provider of laboratory water purification systems needed to understand how research and clinical professionals perceived their brand and products relative to competitors. With operations spanning the UK, USA, and China, the client required insights that reflected regional differences in laboratory culture, procurement behaviour, and brand loyalty.
The challenge was accessing genuine decision-makers and end users in highly specialised laboratory environments — professionals who are notoriously difficult to recruit through conventional panels.
Our Approach
Ayesda Bio recruited research and clinical professionals across three markets through our specialist network. Rather than relying on third-party sample providers, we engaged directly with laboratory managers, research scientists, and procurement leads who had hands-on experience with lab water systems.
All participants were carefully screened and verified against the client's criteria to ensure authenticity and relevance. In-depth interviews were conducted in each market, with our multilingual team handling recruitment and moderation across English, Mandarin, and local languages.
Outcome
Through the depth interviews, we delivered insights that shaped the client's global messaging strategy, brand positioning, and service improvement roadmap. Key findings revealed significant regional differences in how laboratory professionals evaluate water purification systems — from the technical specifications that matter most to the purchasing processes and decision-making hierarchies involved.
The research informed a refreshed communications approach tailored to each market, helping the client strengthen positioning in competitive environments where brand differentiation is challenging.
Key takeaway: When your audience is highly specialised, the quality of your sample determines the quality of your insight. Direct access to verified professionals — not commodity panel — made the difference in this study.