LESSON 1 OF 2
Who buys and what they need
By the end you can
- Name the five research buyer types
- Know who to contact at each
- Spot a buyer who is not a fit
The five buyer types
The supplier sells to research organizations: university labs, private research labs, biotech startups, contract research organizations (CROs) and research-material distributors.
Each buys for a different reason. University labs need clean paperwork for grants and audits. Startups want quotes before committing. CROs and distributors want lot traceability and reliable repeat supply.
Who to contact
At a university, start with the lab manager or principal investigator, the scientist who runs the lab. At companies, look for the head of R&D, research operations or procurement. Faculty pages, science-park tenant lists and LinkedIn searches will find most of them.
Not a fit
Consumers, anyone under 21, gyms, med spas, wellness shops and anyone asking about personal use are not research buyers. The supplier's partner terms forbid promoting to consumers or in spaces about personal health, fitness, appearance or wellness. If a conversation turns to personal use, it ends there.
University labs
Needs
grant and audit paperwork
Private research labs
Needs
reliable supply
Biotech startups
Needs
quotes before committing
CROs
Needs
lot traceability
Research distributors
Needs
repeat volume
Not a fit: consumers · under 21 · gyms · med spas · personal use
Key terms
- Principal investigator (PI)
- The lead scientist who runs a research lab.
- CRO
- Contract research organization: a company that runs studies for other companies.
- Procurement
- The team or person responsible for purchasing.
- Qualified buyer
- A research organization or professional that meets the supplier's requirements.
Remember
- There are five research buyer types.
- Lab managers and PIs are the first contacts at universities.
- Personal-use buyers are never a fit.