Urinalysis Branding Survey

Bio-Rad QSD is introducing a new formulation for the qUAntify Urinalysis Control. This new control features improved open vial stability at room temperature, analyte formulation that matches manufacturers’ color charts, and is compatible with next generation automated urinalysis instruments and POC analyzers. We value your input, and would like your help identifying key brand attributes for this new product. By answering a few brief questions, you can play an important role in the development of this new product.

1. Are you familiar with the qUAntify brand?

2. How closely does the brand name “qUAntify” convey the following attributes?

Space Cell	Conveys perfectly	Somewhat conveys	Does not convey
Trusted brand or supplier	Trusted brand or supplier: Conveys perfectly	Trusted brand or supplier: Somewhat conveys	Trusted brand or supplier: Does not convey
Easy to use	Easy to use: Conveys perfectly	Easy to use: Somewhat conveys	Easy to use: Does not convey
Supports my QC	Supports my QC: Conveys perfectly	Supports my QC: Somewhat conveys	Supports my QC: Does not convey
Strategy	Strategy: Conveys perfectly	Strategy: Somewhat conveys	Strategy: Does not convey
Reliable	Reliable: Conveys perfectly	Reliable: Somewhat conveys	Reliable: Does not convey
Best in class	Best in class: Conveys perfectly	Best in class: Somewhat conveys	Best in class: Does not convey
Makes my life easier	Makes my life easier: Conveys perfectly	Makes my life easier: Somewhat conveys	Makes my life easier: Does not convey
Gives me more confidence	Gives me more confidence: Conveys perfectly	Gives me more confidence: Somewhat conveys	Gives me more confidence: Does not convey

3. Please rank from 1-3 which of these names best indicates an “improved” product Order the items from the following list. First select an item with the spacebar to show a menu of possible ranking positions. Next, click a ranking position to order it in the ranked list. Note the menu will display more ordering options as you add items to the ranked list.

qUAntify Prime
qUAntify Precision
qUAntify Premium
qUAntify True

4. Please rank from 1-3 which of these names best indicates a “reliable” product Order the items from the following list. First select an item with the spacebar to show a menu of possible ranking positions. Next, click a ranking position to order it in the ranked list. Note the menu will display more ordering options as you add items to the ranked list.

qUAntify Prime
qUAntify Precision
qUAntify Premium
qUAntify True

5. Please rank from 1-3 which of these names best indicates “optimal performance” Order the items from the following list. First select an item with the spacebar to show a menu of possible ranking positions. Next, click a ranking position to order it in the ranked list. Note the menu will display more ordering options as you add items to the ranked list.

qUAntify Prime
qUAntify Precision
qUAntify Premium
qUAntify True

6. Which of these do you like best and why?

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