Plenary Session
Session Chairs:
Sarah Phillips, Ipsos Health Division, UK and Matthias Weber, Solvay Pharmaceuticals, Switzerland

Directionally right or precisely wrong? Harvesting and linking the best, if disparate, public domain data with secondary data for real market insight. Marion Wyncoll, Themis, UK and Kathryn Jones, Kariad Partners, USA

Dumb it Down at your peril; Giving up face to face means ‘Marketing by Numbers’. Stephen Godwin, Synovate Healthcare, UK

This paper will challenge and provoke discussion about the role and value of high tech approaches in today’s market research environment. Whilst the paper is not aimed at taking sides, its real goal is to make researchers aware of many different ways that
research can be conducted and to show that while high tech approaches can be more cost effective and faster, there are - and continue to be - situations and challenges where face to face interviewing cannot be bettered.

Getting answers without asking questions. Analysing online conversations about common
health problems with aging. Niels Schillewaert, Insites Consulting, Belguim

This paper will explore how social media content can serve market research and the healthcare industry.
Through a real-life case about ageing, the paper throws light on how elderly and caregivers experience living with several health problems associated with ageing, such as dementia, sleeping problems, decreased mobility, heart failure, anxiety and depression
and how social media can enhance our understanding of these patients.

The importance of health insurances as a target group for the pharmaceutical industry - consequences for market research. Ludwig Prange, Berlin Chemie and Markus Schoene,
YouGovPsychonomics AG, Germany

This paper will provide the audience with insights into the importance of health insurers as key customer groups for the pharmaceutical industry. Drawing on the German experience, the paper will show the value of understanding this sector;
how to research them and how this understanding can really add value.

United Breaks Guitars - The Rise of the Prosumer - Steve Thomson, Ipsos CPG and Sarah Phillips, Ipsos Health, UK

This paper investigates the fascinating concept of the ‘prosumer’ in the context of healthcare; how physicians deal with these patients and how the pharmaceutical industry should support the physician in the face of these patients. Using novel research techniques with both physicians and patients in 2 EU markets, this paper promises to be a real insight into the psychology of this important patient group.

Session Chair:
Anna Garofalo, Double Helix Development, UK

Bringing innovation to Market by understanding customer needs - customer targeting for launch of an innovative new product. Willy Hoos, Philips Respironics and Jordan Bayless, Optimal Strategix, USA

This paper shows the challenges faced and the solutions used to develop an effective launch strategy for a new device. Based on a real case study, the paper will show how unique approaches and advanced market research methodology allowed the launch team to understand all the different stakeholders in the value chain and how they took a customer focused view to developing a detailed strategic and tactical launch plan.

Session Chairs:
Peter Eichhorn, GfK and Matthias Weber, Solvay Pharmaceuticals, Switzerland

Enabling Bio/Pharmaceutical Pricing Strategies by integration across customers & constructs. Gregory Bell and Sanjay Rao, CRA Life Sciences, USA

With a slowdown in growth for the global biopharmaceutical industry predicted over the next 3 years, there has never been such an important time to find the optimal pricing for a drug throughout its lifecycle. This paper shows how an integrated, marketing research driven approach to developing and managing a pricing
strategy can help achieve the optimal pricing for drugs, using practical examples derived from real life scenarios.

With a wealth of different qualitative techniques at our disposal now, including both digital and face to face, how do we know which technique works ‘best’? This paper will put digital and face to face techniques ‘on trial’ using oration and film documentary to fight their corner. This paper promises to provide a fascinating insight into the value of different techniques and will show where different techniques have a
place in our market research armoury.

Session Chair:
Anna Garofalo, Double Helix Development, UK

Seeing is not believing - a critical review of Eye-tracking in Communications Research. Nigel Griffiths, Insight Research Group, UK

Eye-tracking is back in the news but can it really deliver in communications research? This paper explores the pros and cons of this technique, using a case study with UK PCPs and shows where eye-tracking has a place in communications research and how to use it effectively alongside conventional qualitative techniques.

Session Chairs:
Anne Loiselle, EQ Healthcare, Canada

Its life Jim but not as we know it…
Julie Curphey and Marianne
Fletcher, Pfizer Ltd, UK

Can the pharmaceutical industry and agencies wake up to the challenges ahead? This paper lays down the gauntlet to the industry, putting forward the premise that if agencies do not continue to develop innovative and customer centric approaches, then market research runs the risk of being kicked out of the Boardroom. It’s do or die!