A little bit of research goes a long way

METTLER TOLEDO (MT) is a multinational manufacturer of measurement solutions, offering precision instruments and services for many applications in research and development, quality control, production, logistics and retail to customers around the world. An innovation leader, MT understands that educating prospective customers on the improvement capabilities offered by its solutions is a key path to their adoption. As MT looked to grow market share in the chemical-processing industry for its newly introduced in-situ gas analyzers, they wanted to understand what barriers might exist in the chemical-processing industry that they needed to overcome with education.

“We knew our audience: chemical processors. What we didn’t know was what would prevent our audience from introducing our in-situ gas analyzers in to their processing cycles. Was it a matter of lost production time? Cost? Doubt of the technology itself?” Reaching out to the core audience through Putman’s Market Insight Research Program and simply asking them was an “ah-hah” moment that generated not only intelligence as to what chemical processors were concerned about, it identified key areas in which MT could develop new educational content.

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