Research and Evaluation of the Market Interests for the Pollen Growth Cell Fertilization Kit
Seacoast Science Inc. developed a micro system-based assay that allowed users to analyze the plant fertilization process in real-time. Since the product is in the developmental phase, the product designer wanted to find out the most suitable target market for this product; therefore, the project’s goal was to research and analyze the market interests for the Pollen Growth Cell (PGC) Fertilization Kit. The study began by examining three major markets. Within the San Diego area, three target markets were selected based on the user’s needs and equipment availability, these include nearby high schools, community colleges, and plant related research companies. To begin, brochures and flyers were sent to potential users as a form of first line marketing stratagem to stimulate interests. PowerPoint presentations were created to introduce the capabilities of the micro-device to three different audiences: high school teachers, college professors, and industry professionals. At the end of the presentation, a questionnaire was given to the interviewees to measure the interest levels and appropriateness of the micro-device. Interview responses were compiled and analyzed to gauge the interest level and market potential for the micro-device assay. Feedback from high school teachers and college professors, even with the most simplified packaging option, concluded that the PGC Fertilization Kit was too sophisticated for high school and community college students. Due to the semester-in-residence’s time constraint, there was not enough time to interview a professor at the university level. The most promising market segment was the agriculture and plant genomics research and development companies. These companies were the most likely to employ the PGC Fertilization Kit.