Market Research Principles for Pharma
PRINCIPLES & PRACTICAL METHODS
This virtual course offers a guided learning experience with engaging sessions led by market research experts. Attendees are taught the essential concepts of market insights research with interactive sessions, case studies, and exercises aimed at reinforcing new concepts among learners.
The course highlights the application of research design, whether it be qualitative and quantitative research, to study how different methodologies are developed and executed to meet certain research objectives within the pharmaceutical industry. The course concentrates on how findings from research are turned into valuable information to back important business decisions.
New to market research or just developing a better understanding?
This program is designed for commercial team members who are responsible for producing, managing, or contributing to the development and fielding of market research (MR) initiatives across the organization. It supports participants who may be new to market research as well as those looking to build a stronger, more structured understanding of how research is planned and executed in a commercial environment.
You will be exposed to the major phases of the research methodology process, from the point of identifying a research problem and developing research questions to the point of data gathering. Emphasis is on understanding the links that need to be established between the phases of the research process to ensure the results obtained are relevant and useful.
This course covers a broad range of research design methods, from simple desk research and secondary data reviews to qualitative approaches such as focus groups and one-on-one personal interviews. It also includes quantitative techniques such as online surveys, as well as more complex experimental designs and analytical techniques, providing a well-rounded view of how different methodologies are used to support informed business decision making.
Course Learning Objectives
Upon completion, you will know how to:
Select and manage commonly used market research tools and techniques to support key business decisions
Lead application of primary versus secondary market research to support the design and attribute selection for large scale qualitative and quantitative primary research
Partner with the commercial team to inform and field research to inform brand strategy
Course Schedule:
DAY 1:
The Research Process
Research Design
Data Analysis Methods
- Primary vs Secondary
Case Study Review and Debrief
- Storytelling with Data
Problem Identification/Key Business Questions
Data Analysis Methods
- Primary vs Secondary
Secondary Data Case Study
- Market Definition & Opportunity Analysis
DAY 2:
Primary Market Research
Qualitative vs. Quantitative
Intro to Qualitative Methods
- Questionnaire Design
- Sampling Methods
Tips & Techniques for Integrating AI into MR
Advanced Analysis Methods
- Conjoint Analysis
- Perceptual Mapping
Competitive Intelligence
Who should attend?
This course is intended for professionals with any level of market research experience, ranging from market analysts through market managers, as well as for those who are connected with, or in need of, marketing research for their commercial decision-making processes.
Ideal for those who are either involved in the design and implementation of the research or are making decisions on the basis of the findings that are obtained through the research.
The training is also beneficial for cross-functional team members who work with the market research and insights teams and wish to better understand the methodologies and applications of the research findings within the pharmaceutical commercial environment.
Key Program Topics
- The Research Process
- Qualitative & Quantitative Research Methods
- Primary & Secondary Market Research
- Advanced Data Analysis Methods
Contact Us
If you would like more information on the course content, schedule, cost, and ways to register, please get in touch with us. We would be pleased to speak with you regarding your learning goals or questions that you may have concerning how the course can help improve market research and decision-making for your organization.
Email: mhuynh@rlsconsultants.com
