2024 Customer Loyalty and Switching: Library Prep Kits​

24 May 2024

Find out how loyal your customers are, compared with those of other suppliers, how to drive loyalty, and how to prevent switching!

To help suppliers better understand loyalty and switching for NGS library prep consumables and develop strategies to retain current customers while winning over new customers, we designed a study that asked 217 global life scientists about their usage of library prep kits, usage and perceptions of library prep suppliers, loyalty to suppliers, and drivers of switching suppliers. The outcome is our newest report, 2024 Customer Loyalty and Switching: Library Prep Kits.

This report examines some of the most important elements of loyalty and switching, including transactional behaviors like purchase consideration, repurchase likelihood, and likelihood to promote, as well as feelings of loyalty and related emotions that represent a higher and deeper level of loyalty.

Specific analyses in the report include:

  • Supplier scorecards that provide snapshots of key loyalty metrics for 29 different library prep suppliers.
  • A brief comparison of loyalty and switching within nucleic acid extraction, which is based on a previous report on this topic, 2023 Customer Loyalty and Switching: Nucleic Acid Extraction.


  • Understand familiarity with library prep kit suppliers and likelihood to recommend.
  • Measure loyalty to suppliers and reasons for loyalty.
  • Gauge likelihood to switch suppliers and what factors drive switching.
  • Understand how suppliers are performing against leaders in the market.

Table of Contents

  • Study Overview and Objectives  
  • Executive Summary  
  • Demographics  
  • Current Workflows for Library Prep
  • Perceptions of Suppliers
  • Customer Loyalty
  • Switching Drivers
  • Methodology
  • About Us
  • Appendix

Companies Mentioned  

  • Agilent
  • Beckman Coulter (Danaher)
  • BGI / MGI Tech
  • Bioline (Meridian Life Science)
  • Bio-Rad
  • Cell Signaling Technology
  • Fluidigm
  • Illumina
  • Integrated DNA Technologies (Danaher)
  • KAPA / Roche
  • Lexogen
  • MillporeSigma/Merck
  • NanoString Technologies
  • New England Biolabs
  • Norgen Biotek
  • NuGEN
  • Oxford Nanopore
  • Pacific Biosciences
  • Revvity (formerly PerkinElmer)
  • Promega
  • SeqOnce
  • seqWell
  • Swift Biosiences
  • Takara Bio
  • Thermo Fisher Scientific 
  • Twist Bioscience
  • Zymo Research

Page Count: 87