As a leader in enzyme engineering, Codexis was successfully serving the life science market with its ability to create novel, high-performance enzymes. The company envisioned a set of enzyme products with the potential to transform workflows in bioscience research and development. But first they wanted to understand the latest needs, buying behavior, and opportunities in fast-growing and fast-changing markets and scientific fields.

Insight

Through an in-depth qualitative study, we found that in life science, researchers’ and developers’ needs do not always fall neatly in existing workflows, techniques, or categories that commercial suppliers typically consider, but the needs can cut across them, especially in many novel techniques.

Solution