In "What's the question?" the authors Erik de Kort en Durk Bosma offer frameworks and tools to bridge the gap between what marketeers, end-users of insights, expect and what researchers at agencies, suppliers of insights, offer. Being on the supplier side myself I am always interested in learning from experienced colleagues. The book contains 4 … Continue reading Book review: What’s the Question?
Challenge This client needed to provide evidence to the regulatory authorities that its efforts to educate healthcare professionals on the correct age indication of its product had an impact. It wanted to measure the understanding of target customers before, during and after the educational campaign. This required an agile approach with short turnaround times. … Continue reading Monitoring physicians’ understanding of the age indication for a seasonal product
Challenge This client would like to understand a specific segment of the food allergy market in Australia and the potential to bring its treatment to market. In order to make this decision, senior management needed insights on the willingness of Allergists and Paediatricians to prescribe the treatment, and the willingness of parents to pay for … Continue reading Insights to support the launch of a breakthrough treatment in food allergy
Traditional market research projects of 8 to 12 weeks may take too long to implement during a phase of rapid change. A market research online community (MROC) generates insights quickly. Pharmaceutical companies are making a transition to launch more, but smaller products with more intense competition. Research from IMS Health shows that the first 6 months of a brand launch … Continue reading Agile insights with a market research online community
The best research and insights are the result of close collaboration between client and consultant. Not all of my clients in consumer health and life sciences have dedicated market research or customer insights functions to marketers work with insight partners. To those brand and product managers I offer these best practices to get the most out … Continue reading Best practices to get more out of customer insights
Most focus group discussion videos are boring. Watching behind the mirror is better, but what if you could have a seat at the table? FV360 delivers just that.Some time ago I met FocusVision in Sydney for a demo of their new FV 360 camera setup. FV360 allows the client to see respondents the way the moderator … Continue reading A seat at the table: truly engaging focus group discussion videos
Micro-surveys are tools that deliver on clients' needs for more timely insights. Shorter surveys offer a number of advantages. When pharmaceutical representatives might only get 10 to 15 minutes of a physicians' attention, it is an anachronism to expect a doctor to stay engaged with a 30 minute questionnaire. Why surveys are too long Survey … Continue reading Why you should consider a micro-survey for your brand
Sticking to a high quality information diet is important in a world of information overload. Here are 5 news sources that help to stay informed on trends and developments in the insights industry. News sources NewMR is Ray Poynter's blog on developments in the market research industry. Especially the free webinars are good resource.GreenBook is a great source … Continue reading Five news sources to stay informed on the insights industry