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 of your investment in customer insights.
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.