Uncovering the unmet needs of scientific innovators

Insight
Written By John Whalen

CLIENT

One of the worlds-largest scientific associations.

QUESTION

What types of industry scientists are there and what are their scientific information needs?

ACTIVITIES

  • Contextual Interviews

  • Psychological Profiles

  • Experience Maps

RESULTS

Brilliant conducted worldwide contextual interviews, and through a Six Minds Analysis focusing on the Jobs-to-be-Done (JTBD) we identified more than 10 unique segments, ranging from innovation investors to lab scientists each with their unique approach, goals, language, struggles and unmet needs. We identified 4 major segments, each with 1-3 sub-segments.  We combined a Jobs-to-be-Done (JTBD) approach with our psychological personas to help our client identify key unmet needs and conduct product discovery projects for several of the segments.

 
John Whalen
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