competitive as a fundamental innovation

a worthy follow-up product that experienced a very successful market launch

The pipette is for the lab technician what the hammer is for a roofer. It is used intuitively in a wide range of applications and has to meet the highest standards in terms of ergonomics and precision. The small hands of Asian women have to be able to handle it as well as the hands of European and American men on the other end of the anthropometric scale; it has to be ready for repetitive tasks as much as for highly individual experiments. For that reason it was tough to find the right research approach – not just the handling but also additional factors such as higher prices and high brand representation made it more difficult to decide. Together with the project team from Eppendorf, we opted to base our project on ethnographic field research, which we combined with elements from motivational and perception research.