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 […]
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. […]
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 […]
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.
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 […]
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.
Effective marketing of a (pharmaceutical) product reaches your target audience, delivers a message that resonates, and triggers a reaction in (prescribing) behaviour. A framework of reach, resonance and reaction is useful to measure the impact of marketing activity.
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.
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.