Articles
Our monthly e-newsletter Third Tuesday was launched in May 2006. Since then it has grown to become ‘one of the best in the industry’. Our aim is to provide readers with some insight into how market research can aid the branding of pharmaceuticals, by explaining various techniques and theories surrounding research. The articles below are a selection from recent editions of Third Tuesday to give you a taster and if you would like to subscribe, please click on the link on the left of this page.
| 18 Nov, 2008 Quant Corner: Insight into... Conjoint techniques |
| Statistical techniques can often be quite daunting. Most recently the quantitative team had a look at the key driver analysis, a powerful tool aimed at identifying the brand attributes that are most influential on physicians' decision to prescribe. Vicky McLellan continues our campaign to de-mystify these. This month looking at conjoint techniques. |
| 18 Nov, 2008 Understanding the past, present and future: The use of time line in qualitative market research Part 2 |
| In this month's qualitative corner, Jen Cassels continues to explore the use of timelines in market research, reviewing different applications of this technique. |
| 18 Nov, 2008 A Jargon-Free Introduction to Semiotic Analysis |
| Semiotic analysis makes sense of communications systems, and language is the most complex of all communications systems. Mark Spedding examines why this powerful tool has not made further inroads into our industry. |
| 18 Nov, 2008 Towards Launch Minus One: Communication Strategy and Messaging Part 2 |
| Jon Chandler explores the three most sensitive issues confronting messaging research; meeting the needs of message development, ensuring messaging is capable of generating change, ensuring messaging delivers to the brand agenda. |
| 21 Oct, 2008 Understanding the past, present and future: The use of time lines in patient research |
| In August’s qualitative corner, Jen Cassels touched upon the value of the timeline technique. This month she explores this technique in more detail. |
| 21 Oct, 2008 From Launch to Infinity |
| Launching a new brand is a massively exciting time for a pharmaceutical company. Each step closer to launch cranks up the excitement level – from the announcement of pivotal trial results through the market research that helps translate a clinical proposition into a commercial one and the first glimpse of the final campaign visuals to the energy and buzz of the sales conference – until the day the reps finally get out to see the customers, the ads break in the medical press, and you have that agonising but thrilling wait for the first sales and prescribing data to come in. If it is a genuinely innovative brand, or you get some positive mass media coverage, the excitement is even greater. |
| 21 Oct, 2008 Towards Launch Minus One: Communication Strategy and Messaging |
| In previous features we have looked at what needs to be done to bring a new brand to market. This month we get one step closer to brand launch and look at how research can to help in the development of communication strategy and messaging. |
| 23 Sep, 2008 Meet the Validation Team! |
| At BHI we have a specialist quantitative division who focus solely on conducting quantitative pharmaceutical market research. This team is led by Vicky McLellan and Sheetal Gandhi. |
| 23 Sep, 2008 What’s New in Online Research? |
| At BHI, the Validation team are great believers in the use of online research to provide brand sensitive research. With the majority of our quantitative studies using the internet as a research tool we are always looking for ways to improve the ‘online’ experience for our respondents to ensure that we can get the most out of our data. |
| 23 Sep, 2008 What are the ‘big’ questions in quantitative research? |
| Brand Validation embraces some big themes. This month we provide an overview of some of the ‘big’ quantitative market research, questions that need to be asked pre and post launch. Prior to launch when developing brand strategy and post launch when seeking to enhance brand performance there are vital pieces of quantitative market research that will contribute to the success of a brand. In future Third Tuesday articles we will cover these in more detail. |
| 23 Sep, 2008 Thinking Beyond the Numbers |
| Mike Owen and Karen Petticrew look at one of the most important elements in quantitative research... what we do with the numbers. |
| 23 Sep, 2008 The Validation Challenge |
| Jon Chandler looks at what Validation means within the wider framework of Brand Health. |
| 19 Aug, 2008 Qual Corner: Let patients have their say - research techniques to maximise outputs from patient research |
| Following on from her previous article expounding the value of patient research and some of the inherent issues, Jennifer Cassels reviews some of the methodologies and techniques which can be utilised to maximise the value of patient research. |
| 19 Aug, 2008 Quant Corner: Insight into... Conjoint techniques |
| Before conducting any quantitative research, it is always crucial to clearly identify the required outputs of your research. This can influence the framework of questionnaires and can lead to considering different research tools. Among these tools, statistical techniques can be much insightful: hence the idea to dedicate a series of articles to these sometimes daunting techniques. |
| 19 Aug, 2008 NHS Constitution and Choice |
| As the patient becomes more central to pharmaceutical industry activities, let’s look at how the major healthcare provider in the UK is thinking about the very same thing. Previously we highlighted the NHS Constitution, by which Gordon Brown pledges to give patients “far greater control and choice over their own health and their health care... We need an NHS that gives all of those with long-term or chronic conditions the choice of greater support, information and advice, allowing them to play a far more active role in managing their own condition in partnership with their clinicians.” |
| 15 Jul, 2008 Quant Corner: Key Driver Analysis |
| In May, the quantitative team at BHI reminded us of the importance of giving due thought and consideration to what you want to get out of your quantitative research as this ultimately affects what you put into the research (i.e. the questions). Then our focus was on the Max Diff Scaling Technique, this month the quant team review Key Driver Analysis. |
| 15 Jul, 2008 Counter reformation in the NHS |
| Two weeks ago now the UK government launched the concept of an NHS constitution as one of its new ‘big ideas’. Jon Chandler comments that this could restore the ‘fairness’ lost from the NHS. |
| 15 Jul, 2008 A ‘More Perfect’ NHS |
| Two weeks ago now the UK government launched the concept of an NHS constitution as one of its new ‘big ideas’. We asked Karl Milner, Director of Communications for NHS Yorkshire and the Humber (strategic health authority)... “So, does the NHS really need a constitution?” |
| 15 Jul, 2008 EphMRA Conferences: where do we go from here? |
| Following BHI’s attendance at the recent EphMRa conference, Mike reflects on past conferences and how the future might look as the present co-ordinating team makes way for a new team with fresh ideas |
| 15 Jul, 2008 Creation, Realisation, Validation |
| Last month, Mike, Jon and Vicky took the Brand Health stand to the Ephmra conference in Barcelona. Together with the help of a band of mimes, the concepts of creation, realisation and validation were examined and explored to great effect. Now, we explore how our approach to market research translates into and can define these three distinct areas |
| 17 Jun, 2008 The Rx Factor – Will the brand become a Michelle McManus, or a Leona Lewis? (Part 2) |
| Previously, Cory explained how the concept of the “Rx Factor” could be taken as a metaphor for the pharmaceutical industry. In this second part, the concept of the need for market research to be done better and earlier in a product’s life cycle will be developed and we will explore how robust market research has a key role to play. We left off with the cost of entry into crowded market places being questioned. |
| 17 Jun, 2008 Qual Corner: Ensuring Confidentiality of Stimulus Materials for Telephone Interviews |
| In today’s environment there is increasing pressure to conduct market research within set boundaries: to ensure valid representation of respondents, ensuring respondent confidentiality, ensuring client confidentiality and ensuring confidentiality of materials being explored within projects. Karen Thomas explores how we can gain valid and insightful responses whilst ensuring both respondent and client confidentiality, without compromising the research process. |
| 20 May, 2008 The Rx Factor – Will the brand become a Michelle McManus, or a Leona Lewis? |
| At this year's BHBIA meeting Cory Inglis and Nicola Stephens from Wyeth Europa explored the concept of the need for market research to be done better and earlier in a product's life cycle, and perhaps a different emphasis with regards to who is the customer of market research? In the first of a two part article, Cory will review this idea of the need for research to be done better and earlier. In next month's Third Tuesday Cory will review the five specific actions that market research should deliver in order to be a true strategic partner in the development of the brand. |
| 20 May, 2008 Quant Corner: The Maximum Difference Scaling Technique |
| When a research proposal is initially written or a study is commissioned there are two key questions we ask ourselves, ‘what do we essentially want to understand from the research’ and ‘how can we best answer this’. By having a good understanding of the quantitative analysis techniques available to us we can ensure that these questions are answered as effectively as possible. This month, Vicky McLellan reviews the Maximum Difference Scaling technique, a very effective way of establishing the importance and relative priority attached to a large number of variables. |
| 15 Apr, 2008 Chronic Illness, the Empathy Gene and the Rx Factor |
| We look at chronic illness and the ‘Empathy Gene’. Next month we will look at the relevance of the ‘Empathy Gene’ to the pharma industry; ‘the Empathy Gene and the Rx Factor’. |
| 15 Apr, 2008 Qualitative Corner: Let patients have their say: the value of patient market research |
| In the first of a two part article, Jennifer Cassels will explore the value of patient research and some of the inherent issues. Next month, Jen will review some of the methodologies and techniques which can be utilised to maximise the value of such research and overcome potential problems. |
| 18 Mar, 2008 Qualitative corner: Identifying Unmet Needs |
| Rina Valeny and Jen Cassels continue the series on issues in qualitative research methodology. This month, we look at the importance of identifying unmet needs and the techniques we can utilise to uncover these, as well as some of the problems faced. |
| 18 Mar, 2008 Prescription for Success |
| On 26th February in London the MRS ran a one day conference,‘Prescription for Success’. Jon Chandler and Mike Owen were both involved in presentations. This month we take a look at the presentation on “Brand Equity Measurement” given by Jon Chandler and Amber Gibson of Sanofi Aventis. |
| 19 Feb, 2008 Quantitative Corner: How to get the best out of your DFU |
| It is widely recognised that Detail Follow Up [DFU] studies provide invaluable feedback about the effect your medical representative call is having on your customers, however for many agencies and client’s alike DFU studies can be challenging, time consuming studies and often fraught with issues. |
| 19 Feb, 2008 Q & A with Mike Owen |
| Mathew Lyons from Research Magazine interviews Mike Owen. |
| 19 Feb, 2008 Qualitative Corner: Issues in Qualitative Research Methodology |
| We continue the series of articles addressing different issues within qualitative research methodology. Following on from last month’s article looking into issues around ‘size’ and focus groups, Jennifer Cassels looks at the pros and cons of other ‘types’ of interview methods, including one to ones. |
| 15 Jan, 2008 Qualitative Corner: Issues in Research Methodology |
| A new series of articles addressing different issues within research methodology. In the first of the series, Jennifer Cassels looks into issues around ‘size’ specifically relating to focus groups and the idea that less is more. |
| 15 Jan, 2008 Towards Launch Minus One - Segmentation and Targeting |
| Over the past 6 months Jon Chandler and Mike Owen have been exploring key stages of the brand development process and the role that market research can play in relation to these. This month’s feature looks at segmentation and targeting. |
| 18 Dec, 2007 Quantitative Corner... A quick guide to using rating scales |
| This month we continue our series of looking at the world of all things quantitative. In this edition, Vicky McLellan looks at rating scales |
| 18 Dec, 2007 Qualitative Corner... Brand Personification |
| Jennifer Cassels continues the series exploring how and where different qualitative research techniques work. This month we look at ‘BRAND PERSONIFICATION’ |
| 20 Nov, 2007 Qualitative Corner... Obituary exercise |
| Karen Petticrew continues the series exploring how and where different qualitative research techniques can work. This month we look at the ‘Obituary’ exercise. |
| 20 Nov, 2007 Quantitative Corner... The role of Abode Flash in online studies |
| This month sees the start of our regular slot looking at the world of all things quantitative. In this edition, Vicky McLellan focuses on the use of Adobe Flash in online surveys. |
| 20 Nov, 2007 Towards Launch Minus One: Positioning Research |
| In recent editions of Third Tuesday, Jon Chandler and Mike Owen have explored some of the key landmark stages in the development process of bringing new pharmaceutical brands to market. Last month Jon Chandler looked at ‘positioning’ and what it means. This month’s second feature looks at positioning research, where it has come from and where it can go. |
| 16 Oct, 2007 Towards Launch Minus One: Positioning |
| In recent editions of Third Tuesday, Jon Chandler and Mike Owen have explored some of the key landmark stages in the development process of bringing new pharmaceutical brands to market. This month we look in more detail at the second of the ‘big five’ between phase III and launch. In the first of two features on ‘Positioning’ Jon Chandler takes a look at ‘positioning’ and what it means. |
| 16 Oct, 2007 Qualitative corner... Party Scenarios |
| Sheetal Gandhi continues the series exploring how and where different qualitative research techniques work. This month we look at ‘PARTY SCENARIOS’ |
| 18 Sep, 2007 Towards Launch Minus One |
| In the first of a series of 5 articles, Jon Chandler explores insight research, what is insight and how do we get it? |
| 21 Aug, 2007 Qualitative Corner... Historical Projection |
| Rina Valeny continues the series exploring how and where different qualitative research techniques work. This month we look at ‘HISTORICAL PROJECTION’. |
| 17 Jul, 2007 Qualitative Corner... Brand Twinning |
| Mike Owen continues the series exploring how and where different qualitative research techniques work. |
| 17 Jul, 2007 Towards Launch Minus One |
| Jon Chandler continues the series of articles looking at the need for market research prior to product launch. |
| 19 Jun, 2007 Qual Corner... Focus boards |
| Arijit Ray and Jon Chandler continue the series exploring how and where different qualitative research techniques work. This month we look at ‘focus boards’. |
| 19 Jun, 2007 Launch minus 7: Part 2 |
| Last month, Mike Owen began discussing the importance of market research in the early days of product development. Five key objectives for research at this early stage (launch minus 7) were identified. This month, Mike discusses these five objectives in more detail. |
| 15 May, 2007 Launch Minus 7 |
| Increasingly, strategic planning has to start earlier. Mike Owen argues that market research can make a profound contribution as early as... |
| 15 May, 2007 Exploring brand equity tracking |
| Peter Winters (BHI) and Tom Hargroves (Novartis) presented a paper at the BHBIA conference exploring brand equity tracking |
| 15 May, 2007 The Ethno-What? Workshop … a very distinctive view of the role of ethnographic work |
| At the BHBIA conference Cory Inglis and Abi Franses undertook a workshop for delegates |
| 17 Apr, 2007 BHI: Diversity in Practice |
| We thought it would be a good idea to provide some more insight into the people who make BHI a diverse, exciting and challenging environment in which to work... |