Research Goals:
1. Analyze at-home microbiome kit competitors
2. Understand why users purchase at-home kits
3. Define target users
4. Discover user pain points on competitor platforms
5. Explore if results are used to their full potential
6. Identify if users are changing their lifestyle habits
Competitive Market Analysis
After analyzing the top four at-home microbiome kit competitors including Thryve, Viome, Day Two, and uBiome, I actually learned that while the idea of getting your microbiome tested at home sounds really cool the data obtained from these tests are not inconclusive. This is because the gut is a new area of study and there are so many factors that impact the gut. Additionally, each company uses different testing methods that provide different results indicating that it might not be worth it for consumers to spend money on data that don’t provide clinical value.
Microbiome Testing Mechanisms Explained
One of the key differences between all the companies are the testing methods used. Below is a 2x2 matrix to help understand how the different testing methods impact results and why there is such varied results between companies.
16S Gene Sequencing
This technique can only identify bacteria however is very cost-effective.
Shotgun Metagenomics Sequencing
This technique is used to determine how active bacteria are and what chemical functions they are part of. This technique can also identify viruses and fungi which 16S cannot.
Metatranscriptome RNA Sequencing
Viome claims to use the best testing method on the market called Metatranscriptome RNA sequencing. RNA is copied from DNA therefore this type of testing not only shows you what DNA is present but also which DNA are ACTIVELY creating and what they are creating. This means it can identify all bacteria, viruses, archea, yeast, fungi, parasites, and bacteriophages. The downside to this is that RNA, as Tread Childs (Day Two) states, “is less stable and requires more delicate lab protocols. This is unlike DNA, which is relatively stable.”
Summaries:
While Viome appears to be using the latest genetic technology, critiques of Viome across the board is that there is no access to raw data and they don’t appear to be conducting their own research. They also don’t have their own database for comparison. Despite their clean website design users say they don’t have good customer service.
On the positive side, users found that fad diets were harming them, the app was easy to explore results, and some even felt increased energy levels and focus after implementing food recommendations.
In April of 2019 the FBI raided uBiome headquarters on the suspicion of insurance fraud. The company required a doctor’s order for their clinical tests and would then bill the insurance double. It seemed they were doing this to cover a debt and as of September 2019 uBiome was forced to file for bankruptcy.
They currently are still trying to salvage parts of the company by selling their non-clinical test called Explorer however it is losing momentum in the market.
uBiome was founded the earliest from all these competing companies and therefore has the largest user database. This is something the other companies are lacking.
In April of 2019 the FBI raided uBiome headquarters on the suspicion of insurance fraud. The company required a doctor’s order for their clinical tests and would then bill the insurance double. It seemed they were doing this to cover a debt and as of September 2019 uBiome was forced to file for bankruptcy.
They currently are still trying to salvage parts of the company by selling their non-clinical test called Explorer however it is losing momentum in the market.
uBiome was founded the earliest from all these competing companies and therefore has the largest user database. This is something the other companies are lacking.
Thryve boasts a custom pre/probiotic supplemental plan that comes with the users results for an extra charge that is unknown until after results are interpreted. This seems to be a huge plus however as more analysis, comparisons and research are being done with microbiome testing it is becoming clear that there is not enough proof that these at home test kits provide accurate diagnostic and clinical implications.
Therefore thryve is adding another control element that will make it even more difficult to provide proof that results are leading to successful outcomes.
Aside from Day Two’s outstanding customer service, they are also known to have their own extensive research which also means they can explain their results the best.
They are unique in that they also collect a blood sample so that their software can predict blood glucose responses to meals based on gut microbiota.
On the downside - Day Two’s wait time appears to be the longest.
Takeaways:
1. There isn’t one company that has a leg up.
2. Test results rarely match up between companies.
3. The individual, time of day, and method of testing all impact results thereby making it difficult to provide a highly individualized meal program as well as diagnose microorganism-disease relationships.
4. Microbiome tests can be used as data collectors for the advancement of this understudied although certainly promising field of medicine.
5. These kits are best suited for individuals who are curious about their health. They are most successful for people who are willing to test consistently, trial and error food recommendations, as well as speak to medical professionals to interpret results.
"We caution patients and providers that the current microbiome tests...do not provide much value in clinical decisions. Considerable research remains to be carried out to make this objective a reality."
- Staley, Kaiser & Khoruts in their Clinician Guide to Microbiome Testing
Secondary Market Analysis
Now that I was able to understand the market for at home mibcrobiome kits, I had to dive into research for lifestyle tracking apps since the plan for my app was to combine both microbiome testing with lifestyle tracking features.
Survey
I opened surveys up to friends, family and social media and below are the apps that my participants used and feedback from their user experience.
Findings
Why? Motivating factors seem to be competition with self and ability to analyze progress over time. Users that lack motivation said that if it's difficult to input data they just wont do it.
What? Users said they need data logging to be as easy as possible. If they search for a food and it doesn’t show up they're not likely to input the data themselves.
How? These apps lead to actual results when users are consistent with their data logging. When they see improvement in speed, mood, and weight it keeps them motivated to track.
Interviews:
I also performed 2 interviews in person to get deeper insight into an individuals experience using specific apps which included Nike Running Club and My Fitness Pal.