ADI executed a voice-of-customer study involving 50 interviews to benchmark a leading modular gas processing product line against global competitors. The research mapped regional buyer preferences. Findings defined the commercial trade-offs between “off-the-shelf” repeatability and the custom engineering requirements typical of hazardous overseas environments.
The client
Global modular plant manufacturer
The situation
A recent acquisition required a current view of its market position relative to competitors like Exterran and SNC Lavalin.
ADI’s contributions
Structured VOC segmentation
Leveraged 50 interviews across midstream, E&Ps, and NOCs to quantify selection criteria for speed, cost, and reliability.
Regional preference mapping
Benchmarked the divergent priorities of North American vs. international operators regarding modular plant adoption and vendor-owned interest.
Product value evolution
Identified how the modular value proposition shifted from custom engineering to “design one, build many” repeatability since the asset acquisition.
Pain point quantification
Analyzed equipment reliability data to identify high-value opportunities for improving automation and reducing heat exchanger failure delays.
Key outcomes
- Enabled the client to refine its regional go-to-market strategy by aligning product value propositions with basin-specific speed and cost priorities.
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