Greensand has been founded by Craig Scott, a former European head of research for Pfizer and marketing capability director at Brand Learning, and Martin Schlaeppi who led Taylor Nelson Medical research division as well as working at GSK and forming Praxis Research & Consulting in 1996.

The medical device industry is broad, including everything from a patient’s bed to the latest MRI scanner, and the company said it established based on the belief that all product designers, developers, marketers and researchers need to listen to their customers and the actual users of medical devices. 

Greensand director, Craig Scott, said: “All too often the focus is purely on the reduction of user error and the physical handling characteristics. However, as anyone who goes out and talks to an end customer knows, the real value comes from understanding this in combination with how users feel about their device – an holistic point of view that understands the emotional bonds people form with their devices.”