We need to understand our customers. Paul Orange, GM of eCommerce at GE explains why it matters more than you think and how to use it to advantage.
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It's becoming easier than ever to personalize every bit of a customer's digital experience with your company, from the web to the products they have in their lab. This is good news in many …
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Many life science companies are shifting from a focus on technologies to be more focused on their customers. I asked Jeff Mazzeo, VP of Marketing at Waters Corporation, "What's driving that …
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Have you ever been "gifted" a product from R&D and then expected to figure out who wants it and why? Surprisingly, this isn't uncommon. This episode is all about avoiding that problem and even …
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You can use a survey to find out what fraction of your customers have a certain problem or prefer a particular solution. But if you want to know why they feel that way, you need to do some qualitative …
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I was recently a part of a spirited discussion between some scientists and marketers in the Analytical Instruments Professional Network Group on LinkedIn. It came about as a result of sharing this …
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