Primary Research Survey Analysis for Microcrystalline Cellulose USA & Canada

Client Overview

A global materials innovator commissioned FMI to conduct a Voice-of-Customer (VoC) primary research program to explore and evaluate brand awareness, perception, and decision-making behavior related to its Microcrystalline Cellulose (MCC) brand among formulation scientists and key decision-makers within pharmaceutical manufacturers and CDMOs in the United States and Canada. The client’s core challenge was to understand the demand for Microcrystalline Cellulose (MCC) brands, understand the awareness level and preference of this brand among formulation scientists. The study should also uncover the critical factors influencing MCC selection during formulation development while Identify pain points or gaps in current MCC offerings that can be addressed. The client also wanted to investigate how formulation scientists differentiate MCC brands and the value placed on aspects like product innovation, application-specific grades, customization capabilities, and technical consultation, and marketing touchpoints meaningfully influence consideration and supplier selection.

Research Objective

To generate decision-ready insights towards Brand awareness, recall, and recognition versus competing MCC brands. Understand how stakeholders evaluate MCC attributes and ‘Why’ behind MCC selection. The objective was also to provide actionable guidance to strengthen Ceolus’ positioning and engagement strategy in North America.

Scope of Work

1) Audience Mapping & Respondent Architecture

Targeted stakeholders were mapped gather insights towards MCC selection and buying behavior.

• Targeted stakeholders: Formulation Scientists/Research Scientists, R&D Heads, Procurement Managers, CDMO technical/formulation leaders
• Segmented respondent universe across innovator pharma, generic manufacturers, consumer healthcare/nutraceutical players, and CDMOs
• MCC is critical in oral solid dosage ecosystems
• Brand & Competitive Benchmarking: Track and analyze end users’ awareness, familiarity, satisfaction as well as future intent mapping for its Brand vs key MCC competitors
• Insight gathering on critical touchpoint that influences decision making such as effectiveness of digital marketing channels, technical documentation, scientific literature
• A deep-dive into MCC procurement by Grade diversity, influence of pricing.

FMI’s Approach & Solution

FMI executed an interview-driven VoC methodology built to capture the critical information and the logic behind excipient selection. Initially, we mapped the formulation ecosystem across the U.S. and Canada to identify organizations (Manufacturers & CDMO) actively developing or manufacturing oral dosage forms, then mapped the targeted stakeholders in the U.S. and Canada. FMI applied a strict screener to recruit only respondents with 10-15 years of working with MCC and has demonstrated MCC decision influence.

FMI developed role-specific discussion guides to ensure each stakeholder type was assessed on what they truly know such as Formulation Teams on performance and fit, Procurement on supplier qualification and value, and CDMOs on client-driven constraints and switching behavior. Interviews were structured to quantify “top-of-mind” brand recall and to deeply probe technical evaluation criteria comprising of compressibility, flowability, particle size, moisture handling, and API compatibility. The questionnaire also focused on non-technical drivers such as regulatory documentation quality, technical support responsiveness, supply continuity, and supplier reputation.

FMI’s standard program design included 74 in-depth qualitative interviews as well as quantitative surveys to statistically size patterns in awareness, attribute importance, and channel influence. Insights were encoded and audited using multi-stage validation, then synthesized into competitor benchmarking, switching triggers, messaging gaps, and a practical engagement roadmap for the brand across North America

Outcome & Impact

The study provided a clear understanding on the brand strength, true hierarchy of MCC selection drivers and precise commercial + technical levers most likely to improve consideration within formulation and CDMO environments. Output was designed to directly inform positioning, technical messaging, sales enablement, and digital content strategy.

Key Recommendations

1. Close the “Awareness Gap” with a Technical Credibility Engine:
   • Build an education proof program to lift unaided recall.
   • Prioritize webinars, formulation masterclasses, and conference talks that demonstrate Ceolus’ superiority in compressibility, flowability, particle uniformity, and moisture resistance
2. Convert “Premium” into “Total Cost of Ownership” Value
   • This brand is viewed as premium-priced MCC, so reposition pricing with reduced formulation failures, lower downtime, fewer revalidations, and faster scale-up.
3. Fix the Biggest Adoption Blockers: Local Supply, Lead Times, and Ease of Doing Business
   • Pain points are repeatedly about logistics, long lead times, limited local inventory, and import friction
   • Establish regional inventory buffers in USA & Canada, faster replenishment, and clear lead-time SLAs with distributors.
4. Make Technical Support a “Signature Strength:
   • Technical responsiveness to be considered utmost improvement area
   • Create a technical desk out of USA that ensures faster response times, escalation pathways for on-demand troubleshooting for compression, flow, moisture issues.