Leaps by Bayer
Global BioTech Insight Study
More Info Hide InfoObjective
A global qualitative research study to better understand the mindset, perceptions, and interests of the key target groups driving the BioTech segment.
The generated insights should led to a fine-tune of the clients activation approach, their entire communication tools — primarily in digital/social channels, but also for IRL such as events and conferences — to positively influence the perception and relevance of their brand.
Methodology
We have conducted a qualitative research project to create insights into the respondents‘ media usage, to assess current communication of Leaps by Bayer and to steer future communication development.
The study was conducted within the three target groups: Science Talent, BioTech Investors and Visionaries/Futurists. All participating experts are very carefully screened and selected; they are all in professional roles that allow them to drive the development of the BioTech market and to have insight into crucial ahead-of-the-curve thinking and inside information.
This study is not statistically significant based on sample size and was conducted with 12 forward-thinking respondents in Europe and North America as virtual interviews.
All interviews lasted 2 hours along a common discussion guide with open discussion as well as pointed stimulus material to spark and trigger thinking and ideas.
We have selected people of the highest standing within the most important organisations of the segment, including:
/ BioTech Investors from Flagship Pioneering, SchmidtFutures and Tech.Bio
/ Scientists from the University of California, Rockefeller University as well as meaningful start-ups like Microbyre from Boston or Gourmey from Paris
/ Visionaries & Futurists that are best-selling authors, icons within the MIT institution or internationally acclaimed food anthropologists
Output
A 140-page long report (and a short version consisting of 50 pages) with a distillation of key insights that must guide information design for successful communication in the BioTech market. This piece of work describes both the current best-in-class communication standards as well as the key thinking that will drive and shape communication in this segment in the coming years.
It gives you a precise overview of forward-looking market insights that will drive and steer innovation programs and the development of communication & storytelling that is customized to the needs of dedicated target groups. It also contains general psychographics of each relevant target segment.
We have additionally decoded the key sources of information and inspiration for each target group in order to understand what appeals to them and how they use the existing social media channels. We also compiled a Trend Glossary capturing the following subjects:
• A summary of BioTech icons and beyond that the target group are inspired by and is looking up to
• As podcasts & Netflix documentaries nowadays have a momentum and are an omnipresent subject of every trend conversation the study presents an overview of the most interesting programs
• An overview of the most popular books, publications, educational programs, lectures and institutions referenced by the target audience
• Key benchmarks of animated illustrations, webpage concepts & designs, as well as advertising highlights mentioned by the target audience
Skills
Communication Development
Content Development
Cultural Immersion
Expert Knowledge
In-depth Interview
Insight Generation
Recruitment
Target Group Analysis
Experts
BioTech Investors from Flagship Pioneering, SchmidtFutures and Tech.Bio
Scientists from the University of California, Rockefeller University as well as meaningful start-ups like Microbyre from Boston or Gourmey from Paris
Visionaries & Futurists that are best-selling authors, icons within the MIT institution or internationally acclaimed food anthropologists
