Client description: Manufacturer and distributor of water testing instruments and reagents

Practice area: Market Research and Analysis

Geographic scope: US

Industries involved: Manufacturing, water and wastewater, food and beverage, power, chemicals and specialty chemicals

Services applied: Market opportunity study; customer satisfaction; concept testing; competitive intelligence

Business challenge: This company was developing an integrated water reuse solution focused on wastewater reuse as a central strategy for integrated water management. The hypothesis was that instrumentation could be bundled with filtration and chemical treatment solutions. They needed market research to assist them in testing this concept and assessing the market opportunity.

Methodologies: Qualitative IDIs with more than 40 industrial companies, 18 municipalities across 9 different states, 9 third party engineering companies and 14 competitors.

The result: Client received a detailed report that assessed the market opportunity, provided analysis of the competitive dynamics and feedback on the value proposition of the concept tested, as well as strategic recommendations for how best to proceed. We determined that the integrated solution only provided added value in a few niche opportunities and each business unit was stronger if marketed separately.