2Europe conducted this global market research project for a leading pharmaceutical and animal health company, to provide comprehensive insight into the global animal health diagnostics market. The project reflects 2Europe’s capability to deliver multi-market research of exceptional quality, combining methodological rigour, flexibility, and strategic analysis to guide global portfolio development and marketing strategy.
Project Overview
The client, a world-renowned pharmaceutical and animal health organisation, sought to strengthen its understanding of the global diagnostics market. The aim was to identify emerging opportunities, evaluate competitor positioning, and deepen insight into customer needs across key international markets. 2Europe was commissioned to design and deliver a multi-country research study covering five major regions — the United States, United Kingdom, France, Germany, and China — to generate actionable data for strategic decision-making across product innovation and market development.
Project Objectives
The research aimed to provide the client with a data-driven foundation for shaping its animal health diagnostics strategy. Specific objectives included:
- Mapping the competitive landscape across key global markets.
- Understanding customer needs, preferences, and unmet requirements.
- Evaluating brand and product awareness within target segments.
- Assessing competitor positioning, messaging, and product strengths.
- Identifying areas for innovation and differentiation.
- Delivering insights to inform portfolio development and global marketing priorities.
Methodology
2Europe designed a multi-method approach combining both qualitative and quantitative research across the five target markets. The methodology was structured to balance breadth of coverage with depth of understanding, ensuring cross-market comparability while allowing for local nuance.
- Research Design The research framework was developed collaboratively with the client’s Global Brand Manager for Diagnostics. 2Europe designed questionnaires and interview guides to address brand awareness, product evaluation, market needs, and competitive analysis. This ensured consistency across markets while maintaining flexibility for regional adaptation.
- Market Coverage Research was conducted in the USA, UK, France, Germany, and China — representing the majority of the global diagnostics market. In each region, 2Europe engaged veterinarians, laboratory professionals, and diagnostic specialists to capture a wide range of perspectives.
- Data Collection and Analysis Both structured surveys and qualitative interviews were used to explore market drivers, brand perceptions, and evolving customer expectations. 2Europe coordinated local fieldwork through its international research partners, ensuring data consistency and cultural relevance. Findings were consolidated into a comprehensive analytical report comparing results across markets to highlight global patterns and regional variations.
- Collaboration and Adaptation Throughout the project, 2Europe maintained close communication with the client’s research and marketing teams. As challenges emerged in data collection within certain markets, 2Europe adapted recruitment strategies and research instruments to maintain quality and representativeness. This flexibility was key to delivering robust insights across all five markets.
Outcomes
The study provided the client with a comprehensive understanding of the global animal health diagnostics market and its competitive environment. Key outcomes included:
- In-depth market intelligence – providing visibility into market structure, competitor activity, and key purchase drivers.
- Enhanced understanding of customer needs – identifying both functional and emotional drivers of product choice.
- Competitive positioning clarity – mapping how major players differentiated themselves and where opportunities for innovation existed.
- Global insight with local relevance – allowing for the creation of unified strategies with region-specific adaptations.
- Actionable deliverables – delivering detailed, data-backed recommendations to inform future product and marketing initiatives.
Benefits to the Client
The research provided the client with a critical evidence base for strategic decision-making within its animal health diagnostics division. Key benefits included:
- Strategic direction – defining priorities for product development and investment across global markets.
- Enhanced decision-making confidence – empowering leadership to make data-driven choices with reduced uncertainty.
- Balanced global strategy – combining a consistent international framework with tailored regional approaches.
- Strengthened competitive advantage – identifying clear differentiation opportunities and areas for growth.
- Trusted research partnership – reinforcing confidence in 2Europe’s expertise, adaptability, and commitment to quality outcomes.
Conclusion
This project demonstrates how 2Europe’s global research capabilities can deliver deep strategic insight across complex international markets. Through a combination of methodological precision, collaborative execution, and analytical depth, 2Europe enabled the client to refine its product roadmap and strengthen its global diagnostics strategy. The study exemplified how flexible, evidence-based research can guide innovation, enhance competitive positioning, and support long-term strategic growth for multinational healthcare organisations.
