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市場調查報告書
商品編碼
2089855
利用他們的語言：針對年輕研究人員的行銷Speaking Their Language: Marketing to Early-Career Scientists |
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為了了解千禧世代和 Z 世代的生命科學研究人員如何發現、評估和推薦實驗室產品，我們對 150 名生命科學研究人員進行全球調查。
年輕研究人員如何發現、評估和推薦實驗性產品？哪些管道和訊息有效？他們對購買決策有多少影響？
年輕研究人員正在改變他們發現、評估和選擇實驗室用品的方式，但他們很少簽署最終的採購訂單。 《用他們的語言：面向年輕研究人員的行銷》是首份專業分析報告，深入探討了這群人如何看待生命科學品牌、他們偏好的管道以及他們對購買決策的影響力。該報告基於一項針對150位來自千禧世代、年輕千禧世代和Z世代的科學家的全球調查，為生命科學負責人提供了所需的洞察，幫助他們觸達、聯繫並轉化這一新一代消費者。
本報告涵蓋了從初步發現到評估和建議的整個“調查到建議過程”，其中包括以下內容：
- 對自願數位管道、面對面管道和內容的偏好。
- 供應商認知與參與模式
- 能夠喚起同理心並促進參與的訊息
- 不同世代在採用數位工具和信任人工智慧的差異
- 年輕研究人員在評估和批准採購中的作用。
無論您的團隊是在製定打入市場策略策略、改善訊息，還是在年輕科學家中評估品牌知名度，本報告都能提供可操作的數據，讓您充滿信心地採取行動。
研究目標
- 了解年輕研究人員在生命科學品牌中重視的是什麼，例如信任、透明度、創新和職業支援。
- 對標各大公司，了解年輕科學家是否真正參與這些公司中，以及他們是如何參與的。
- 找出他們偏好的管道以及能引起他們共鳴的訊息主題。
- 將數位化「研究到購買」流程視覺化，並量化其對首席研究員 (PI) 和部門層級採購決策的影響。
- 評估人工智慧工具、數位實驗室和社區平台的採用情況。
- 確定每一代人偏好的內容形式和溝通方式。
提及的公司
本報告提及和/或評估了以下實驗室產品供應商。我們評估了所有年齡層對這些供應商的自發性認知度、演示後認知度、目前使用情況以及供應商偏好。
- Abcam
- Agilent Technologies
- Avantor
- BD Biosciences
- Beckman Coulter
- Bio-Rad Laboratories
- Corning Life Sciences
- Cytiva
- Eppendorf
- Illumina
- MilliporeSigma / Merck
- QIAGEN
- Sartorius
- Shimadzu
- Thermo Fisher Scientific
- Waters
- 附錄中評估的其他供應商
目錄
- 1.研究概述
- 2.執行摘要
- 3. 人口統計數據
- 4. 通路行為與內容偏好
- 5. 供應商認知度、使用情況和形象
- 6.訊息共鳴與溝通風格
- 7. 人工智慧工具與數位調查實踐
- 8. 購買的影響與決策動態
- 9.調查方法
- 10. 關於這家研究公司
- 11. 附錄
A global survey of 150 Millennial and Gen Z life scientists on how they discover, evaluate, and recommend lab products
How do early-career scientists discover, evaluate, and recommend lab products? Which channels and messages break through? And how much influence do they have on purchasing decisions?
Early-career scientists are reshaping how lab products get discovered, evaluated, and shortlisted, but they rarely sign the final purchase order. Speaking Their Language: Marketing to Early-Career Scientists delivers the first dedicated look at this cohort’s perceptions of life science brands, channel preferences, and purchasing influence. Based on a global survey of n=150 Millennial, Younger Millennial, and Gen Z scientists, this report equips life science marketers the intelligence needed to reach, resonate with, and convert the next generation of buyers.
The report maps the full research-to-recommendation journey – from initial discovery through evaluation and recommendation – including:
- Preferences for self-directed digital and in-person channels and content
- Vendor awareness and interaction patterns
- Messaging that resonates and drives engagement
- Generational differences in digital tools adoption and trust in AI
- The role early-career scientists play in purchase evaluation and approval
Whether your team is building go-to-market strategy, refining messaging, or benchmarking brand perception among younger scientists, this report provides actionable data to move with confidence.
Study Objectives
- Understand what early-career scientists value in life-science brands, such as trust, transparency, innovation, and career support
- Benchmark impressions of leading companies and gauge whether and how younger scientists actually engage with them
- Identify their preferred channels and the message themes that resonate
- Map their digital research-to-purchase journey and quantify their influence on PI-level and departmental buying decisions
- Assess their adoption of AI-enabled tools, digital labs, and community platforms
- Identify preferred content formats and the communication styles that capture attention across generational cohorts
Companies Mentioned
The following lab product vendors are mentioned and/or evaluated in this report. Unaided awareness, aided awareness, current usage, and vendor preference are assessed across generational cohorts.
- Abcam
- Agilent Technologies
- Avantor
- BD Biosciences
- Beckman Coulter
- Bio-Rad Laboratories
- Corning Life Sciences
- Cytiva
- Eppendorf
- Illumina
- MilliporeSigma / Merck
- QIAGEN
- Sartorius
- Shimadzu
- Thermo Fisher Scientific
- Waters
- Additional vendors evaluated in the appendix
Table of Contents
- 1. Study Overview
- 2. Executive Summary
- 3. Demographics
- 4. Channel Behavior & Content Preferences
- 5. Vendor Awareness, Usage & Image
- 6. Messaging Resonance & Communication Style
- 7. AI Tools & Digital Research Behavior
- 8. Purchase Influence & Decision Dynamics
- 9. Methodology
- 10. About BioInformatics
- 11. Appendix
