http://brand-health.com/ A place where people come to discuss brand issues; particularly issues relating to measuring how pharmaceutical brands are performing. en-gb Copyright (c) 2009 Brand Health International Tue, 19 May 2009 05:51:07 +0000 http://brand-health.com/_images/rss_logo.gif http://brand-health.com/resources/ http://brand-health.com/resources/article.php?id=142 Last month we explored the use of Stones as a qualitative technique, this month Arijit Ray continues this series by looking at a very different technique; Balloon games. http://brand-health.com/resources/article.php?id=141 Guest contributor and industry insider, Giles Moss, explains how some generics continue to dominate the market, even in the face of strong brand opposition. http://brand-health.com/resources/article.php?id=140 Following on from last month’s article examining the importance of tracking brand success, Neil Dobson and Vicky McLellan examine the uses and backgrounds for five common tracking and monitoring studies. http://brand-health.com/resources/article.php?id=139 At this year’s BHBIA, Jennifer Squire and Jon Chandler presented an expert briefing focussed on patient research and the value in understanding the person behind the patient. In a two part article, Jen and Jon review the rationale behind this idea and highlight research techniques which can prove successful in providing insights into the person behind the patient. http://brand-health.com/resources/article.php?id=138 Mark Spedding provides his personal account of this year’s BHBIA conference held at The Grove Hotel near Watford. http://brand-health.com/resources/article.php?id=136 Last month we explored the use of Adjective and Emotion lists as a qualitative technique, this month Daniele Buccheri continues this series and explores a very different technique; Stones. http://brand-health.com/resources/article.php?id=135 Jon Chandler, Paula Scott, Karen Stevens and Rina Valeny continue looking at the ‘must haves’ of market research. This month we look at narrative. http://brand-health.com/resources/article.php?id=134 Whilst ensuring that marketing and sales activity continue, providing support to promote the right impression, it is essential to regularly track and monitor a brand as it matures. This month’s article will provide an overview of what should be measured within tracking studies, why it is important to track the performance of the brand and who should be included in tracking and monitoring studies. http://brand-health.com/resources/article.php?id=133 Jennifer Squire previews Brand Health’s appearance and expert briefing session at this year’s BHBIA. We hope to see you there! http://brand-health.com/resources/article.php?id=132 Creative drawing was used in a recent workshop to explore various feelings and associations, we present the end result. http://brand-health.com/resources/article.php?id=131 Getting beyond surface rationalisation is partly about styles of interviewing, it is also about using research approaches and techniques to help move beyond the surface. Enabling with words can help move beyond the surface and explore deeper into the minds of the customer. http://brand-health.com/resources/article.php?id=130 When the need for market research is clear, which research methodology is likely to achieve the project's aims? Traditionally, qualitative and quantitative approaches have been regarded as mutually exclusive. However, integrating qualitative and quantitative approaches to tackle the business need of the brand can add significant value. http://brand-health.com/resources/article.php?id=129 Last month we outlined what post-launch evaluation is, its importance, and the types of questions it can address. We now conclude our overview of this vital, but sometimes overlooked, component of the brand research lifecycle with a closer look at the methodological options, and the respondents who should be included. http://brand-health.com/resources/article.php?id=128 Different people think of ‘analysis’ in market research in many different ways. Sometimes it is seen as simply a drawing together of what people have said around various topics and subjects; sometimes it is seen as a mysterious ‘black box’... the province of market research gurus whose flashes of brilliance are unfathomable. In a series of four feature articles we are going to look inside the “black box” of market research analysis. http://brand-health.com/resources/article.php?id=126 Last month, we explored the use of brand graffiti as a qualitative technique. This month, we look at roleplay.