10x Genomics

Appealing to majority markets with a complex technology

What we did:
Attitudinal insights • Messaging strategy and development • Brand strategy and development • Market development

Challenge

With a successful effort to capture innovators and early adopters, 10x Genomics was having a difficult time in resonating with the early majority markets.

Insight

The specific attitudes of scientists are highly dependent on their communities. Different disciplines use different criteria for adopting new technologies, and display ‘tribal’ behaviors.

Solution

Lead with in-depth content and thought leadership, relevant to three of the company’s highest priority markets and educate the market using a fresh approach of employing everyday, easy-to-understand language.

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