Moderating in Moderation: Sometimes you have to go back to the basics
Market Research can often get monotonous and repetitive for moderators. Long hours of interviews, spanning over days and sometimes weeks gives opportunities for mistakes and
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March 2015
Navigating the Labyrinth of Brand Launch: A Guide for Small Pharma
For the Marketing function in many large pharmaceutical companies, the launch of a new product, particularly a new brand, is an exciting and frenetic time.
Was Steve Jobs Wrong About Great Products?
Steve Jobs famously said, ‘If you keep your eye on the profit, you’re going to skimp on the product. But if you focus on making
Action-Oriented Process Step 1: Organizational Engagement
As we look at the first step in the action-oriented process, the best practice of organizational engagement can be defined as: build momentum for future
Pharmaceutical Brand Positioning: Creating a Shared Language
In our work with pharmaceutical brands, we see a good deal of inconsistency surrounding the concept of brand ‘positioning’. While marketers are universally familiar with
Action Orientation: Examining a New Paradigm in Market Research
As we speak to researchers across the industry, we are seeing a fundamental paradigm shift from an insight-orientation to an action-orientation. For many years, researchers
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