About Instrument Choice

About Instrument Choice

The Instrument Choice Story

Instrument Choice's parent company Synotronics was founded in 2003 to design and manufacture temperature and humidity data loggers. The business founders were scientists with first-hand experience of the needs of laboratories, educational institutions, consultants, businesses, and the science enthusiast community.

In 2007, motivated by a growing desire to better serve customers, Synotronics pioneered online shopping for scientific instruments in Australia with an extended product range and upgraded web presence. The online store was rebranded and further upgraded in 2008 to become Instrument Choice. To date, the business has experienced extraordinary and consistent growth.

Our Major Milestones

2003

Synotronics formed to manufacture temperature and humidity data loggers

2007

Synotronics expanded its range with the launch of an online store "instrument and sensor.com"

2008

Rebrand as "Instrument Choice" (frankly, because it was easier to say on the phone)

2010

Instrument Choice moved to a larger location. With more stock, staff and further growth plans the company had to have more space to continue growing.

2011

A fresh, more user-friendly version of the Instrument Choice website was launched.

2012

Instrument Choice was 1 of 6 finalists in their category of the Telstra Australian Business Awards selected for outstanding growth, community involvement and the quality of their business plans, and internal processes.

2013

Instrument Choice had arrived! We won our category for the Telstra Australian Business Awards!

2017

Instrument Choice won the Customer Service Award at the Community Achievement Awards

2018

Instrument choice was a finalist in the Online Customer Experience of the Year Award at the prestigious Inside Retail Retailer Awards, alongside online juggernauts Appliances Online, Adore Beauty, Showpo and Prezzee Gift Cards.

2018

2019

Instrument choice was a finalist in "Customer Experience of the Year Award" at the national My Business Awards.

2023

Instrument Choice won the Konica Minolta Customer Service Award at the Community Achievement Awards.

Why Instrument Choice?

"Our customers deserve the best products, service, experienced advice along with fantastic backup support; and they need it now - this is the customer experience we deliver every day"

- Tyson Grubb (CEO)

Factors that make our service so popular with customers and suppliers are:

A comprehensive, popular product range we make readily accessible through a fast and intuitive online store
The lowest real cost for our customers – when product life, maintenance, freight, and other factors are considered
Rapid response quotesEasy access to the support of qualified scientists who are experts in the applications of scientific instruments
Fast, free or cost-effective delivery30-day free returns;
A catch-all Satisfaction Guarantee; and
Our culture of pursuing continuous improvement across all aspects of our business.

Instrument Choice will respond in 3 business hours

Get in touch with our expert scientists Instrument Choice.

In less than 3 business hours you will have an answer from our expert scientists.

Our Australian experts have access to a huge range of products from national and international suppliers.

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If for any reason you have trouble using this form please email the following address and your enquiry will still receive a response from a scientist within 3 business hours: scientists@instrumentchoice.com.au

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