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Defining value proposition and fueling the marketing strategy to prepare for market launch

Client description

Spin-off from Copenhagen University, the company develops and markets a technology platform for protein characterization.


To learn more about the needs of their clients, the company launched a Voice of the Customer survey to test various working hypotheses and prioritize applications to prepare for market launch.


Novoptim interviewed 20 experts and gathered their feedback on the technology and its application. Novoptim hosted a focus group to rank the priority applications based on primary data and market-tested the hypotheses generated.


The VOC supported the positioning and value proposition of the product. The outcomes of the VOC fueled the marketing strategy and helped shape the marketing plan.
During the VOC, a couple of experts interviewed expressed interest and further on decided to purchase the instrument.