Evonik Industries is an industrial corporation and one of the world’s leading specialty chemicals companies. It is headquartered in Germany and employs about 33,000 people. They are active in more than 100 countries worldwide. The aim was to support their strategic innovation unit Creavis with in-depth interviews for an innovative technology, which can be applied in long-term oxygen therapy.


WhatAVenture supported Evonik with in-depth interviews with patients for long-term oxygen therapy to identify their pains and needs. This qualitative method helps to incorporate potential clients and end users in an early phase and to screen the market in detail. The results are a deep understanding of the market and the functioning of the ecosystem. Further, potential partners for pilots and testing of the innovative technology of Evonik could be identified.


The early incorporation of potential customers and users significantly reduces the risk to develop a product which is not suitable for the target market or to develop expensive features that may be interesting, but not relevant to the user. Furthermore, this approach supports the building of a network for business development and to identify first cooperation partners for pilot projects and thus facilitate the market entry into the identified markets. Additionally, deep insights in customer needs are acquired and help not only to select the right markets but also to identify the most successful commercialization strategy.

  • WhatAVenture helped as to better understand a market which is new to us, and to learn how we can integrate customers into early-stage projects to better understand their problems and to learn from them.
    — Dr.-Ing. Tilman Sauter