Market research and profiling with innovative methods

Players:

One of the 15 largest pharmaceutical multinational companies in Europe

Abstract

The project, carried out in collaboration with Educom, a digital agency for the healthcare world that offers communication, marketing and training services, has seen the grounding of an international market research aimed at probing the needs of different profiles of doctors in order to support the launch of a new prescription drug in 7 European countries. The research used two types of market analysis methods:

• qualitative the first, which, through the management and moderation of insight rooms, led to the profiling of Dynamic Personas® (an innovative method for the realization of Buyer Personas) and related multichannel customer journeys
• quantitative the second, which, through a survey, allowed the quantification in the various countries of the profiles of previously identified buyer personas.