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.
| 23 Feb, 2010 BHI Pocket Guides: Spain |
| Spain has a culturally diverse heritage and is the second largest country in the European Union. But what is it like in terms of healthcare market research? Sara Rivas presents a pocket guide of key facts surrounding the healthcare market and research in Spain |
| 23 Feb, 2010 What is the Brand's Role? Positioning as an enabling tool |
| Weiwei Yang continues our series exploring how different qualitative techniques work and where they fit in. This month we look at the use of exercises in which respondents create Positioning Statements. |
| 23 Feb, 2010 Ulcer Wars: A Tale of Three Brands |
| 1976 is remembered for, among other things, the long hot summer, the US Bicentennial and the birth of punk. It was also a hugely significant date for the pharmaceutical industry, as it saw the launch of the biggest blockbuster the sector had seen until that point. |
| 26 Jan, 2010 BHI Pocket Guides: USA |
| The USA is famous for many things, Hollywood, film and pop icons and big brands. But what is it like in terms of healthcare market research? Rina Valeny presents a pocket guide of key facts surrounding healthcare market research in the USA. |
| 26 Jan, 2010 Deliberative Research: Capturing What Consumers Say |
| The recent IJMR conference, ‘Stop Talking, Start Listening’, was treated to a fascinating review of a style of political and government research that has become increasingly prominent in recent years. Michelle Harrison CEO of TNS-BMRB presented an exploration of ‘Deliberative’ approaches in the government/citizen interface. Like the ‘Word of Mouth’ approaches explored last month, this represents a body of work that is clearly ‘not research as we know it’. |
| 18 Dec, 2009 BHI Pocket Guides: Italy |
| Italy is famous for many things – food, football, cars, fashion and of course the Vatican City. But what is it like in terms of healthcare market research? Daniele Buccheri presents a pocket guide of key facts surrounding healthcare market research in Italy. |
| 18 Dec, 2009 Healthcare Development in the UAE: A Truly International Affair |
| Last month the Emirati state of Abu Dhabi played host to the inaugural Ethiad Airways F1 Grand Prix. Yas Island, began life in 2007 and achieved a resounding success in staging the final race of the year at the Marina Circuit to expectant spectators from around the world. The Yas Island resort is just one of the many projects currently underway within the United Arab Emirates, but what are the plans for healthcare? |
| 18 Dec, 2009 Word of Mouth: Capturing What Consumers Say |
| The recent IJMR conference, ‘Stop Talking, Start Listening’ was treated to a fascinating review of a new style of consumer data. Ed Keller introduced the conference to ‘Word of Mouth’. Jon Chandler explains how this research technique can open up insight into the world of the consumer. |
| 17 Nov, 2009 BHI Pocket Guides: Japan |
| In 2000, the WHO rated Japanese healthcare as being number 10 in the world. But what is it like in terms of healthcare market research? Mark Spedding presents a pocket guide of key facts surrounding healthcare market research in Japan |
| 17 Nov, 2009 Researching Brands In The Latter Stages Of Their Life-Cycles: Line Extensions, Brand Boosters and Market Exit Strategies |
| Last month, Neil Dobson and Mark Spedding identified how ad hoc market research projects for pharmaceutical brands in the latter stages of their life-cycle still have a key role to play. This month, we look more explicitly at the role of research in minimising the impact of generic competition. |
| 17 Nov, 2009 ‘Stop talking, Start listening’ New Directions in Market Research |
| At the Royal Society in London, the International Journal of Market Research held its second one day conference to challenge high level market research thinking under the umbrella theme of ‘Stop Talking, Start Listening’. Jon Chandler reviews some of the key themes of the day. |
| 20 Oct, 2009 A One Stop Shop for Familiar Brands |
| Mark Spedding reports on a recent addition to the tourist attractions of London – The Museum of Brands, Packaging and Advertising. |
| 20 Oct, 2009 BHI Pocket Guides: Brazil |
| Continuing our new series, Jen Squire presents some key facts on Brazil as a market research destination. |
| 20 Oct, 2009 Researching Mature Brands: Line Extensions, Brand Boosters and Market Exit Strategies |
| Ad hoc market research projects for pharmaceutical brands in the latter stages of their life-cycle are less common than those in the earlier stages, but still have a key role to play. This two-part article outlines the ways in which market research can help support mature brands, and why it is important to do so. |
| 20 Oct, 2009 The Keys to Analysis: Insight |
| In this series of feature articles we have been looking inside the “black box” of market research analysis. We have been looking at what analysis really means and trying to provide some direction in making analysis more effective. In this final feature we will look at the final layer of analysis: the generation of ‘insight’. |
| 15 Sep, 2009 BHI Pocket Guides: France |
| France is famous for its food and wine, its ‘joie de vivre’, being good at football and rugby and it is also roughly the same size as the state of Texas. In 2000, the WHO rated French healthcare as being number 1 in the world. But what is it like in terms of healthcare market research? In the first of a new series, Jen Mallett presents a pocket guide of key facts surrounding healthcare market research in France |
| 15 Sep, 2009 Qualitative Corner: Bubble Pictures |
| 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. The Bubble Pictures technique is an adaptation of the Thematic Apperception Test (TAT). The TAT is a projective test, where subjects’ interpretation of ambiguous images is used to evaluate and analyse their underlying needs, attitudes and reactions. |
| 15 Sep, 2009 The Keys to Analysis: Understanding |
| Previously, we have seen how narrative must form the backbone of the analysis process in any research project. However, it does not tell us how or why things are as they are. Here we need a parallel layer of analysis aimed at understanding. This month, Jon looks at this vital second layer of the analytic process. |
| 25 Aug, 2009 Statement Pools: A Game of Truth |
| Paula Scott and Weiwei Yang continue our series looking at different research techniques. This month we examine Statement pools, also known as truth games. |
| 25 Aug, 2009 Laddering |
| To be able to reach greater insights, qualitative researchers have explored and adapted a vast amount of techniques from various disciplines. The aim of such techniques is generally the disclosure of thoughts and feelings without overtly engaging cognitive defences, thus preventing the use of ‘stock’ and stereotypical answers. In this article, we will discuss a technique called laddering which provides a window to understand why specific decisions or associations are made. |
| 25 Aug, 2009 The Brand Health Check: Reviewing Brand Performance with Qualitative Research |
| In previous editions of Third Tuesday, the importance of quantitative tracking and monitoring of brand performance was discussed. This month, we consider the importance of qualitative brand reviews – or, as we call it, conducting a Brand Health Check. We begin by explaining what a brand health check is, why it is beneficial to conduct and finally, which approaches could be used. |
| 21 Jul, 2009 Qualitative corner: Mapping Exercises |
| Arijit Ray continues the series exploring how different qualitative research techniques work and where they fit in. Last month we examined the use of diaries within research, this month we explore how mapping exercises can be effectively utilised. |
| 21 Jul, 2009 The 2009 EphMRA Conference Review |
| This years EphMRA Conference took place in Euro Disney, Paris. Despite a thorough search there were no confirmed sightings of Mickey, although rumours of Minnie’s appearance were rife... |
| 21 Jul, 2009 Effective Segmentation for Successful Communication – Part 2 |
| Last month, Mike explored the different approaches to segmentation and how these could be successfully utilised within targeted communication. Once key target segments have been successfully identified the question remains how these segments should be validated in order to determine where targeting activity should be focussed. In the second part of the article, Mike identifies key markers that can be used within this final process of segmentation. |
| 16 Jun, 2009 Qualitative Corner: Diary Techniques |
| Last month, Arijit Ray looked at Balloon Games. As he explained, this stimulating (and often entertaining) technique, in which respondents debate the pros and cons of a particular product or concept, is ideally suited for a group setting. This month, Jen Mallett continues the series by looking at a technique more suited to individual interviews; Diaries. |
| 16 Jun, 2009 From Monkey to man to Patient Part 2 |
| Last month, Jen and Jon discussed the rationale behind and the value in seeing the person within the patients. In the second part of the article, Jen and Jon review some research mechanisms and techniques which can prove successful in providing insights into the person behind the patient. |
| 16 Jun, 2009 Effective Segmentation for Successful Communication |
| Last year we published an article looking at the role of segmentation and targeting within the brand development process. In this article we argued strongly for a needs based approach to segmentation. In the first of a 2 part article we are going to look at the merits of different approaches to segmentation and talk about how the identification of different segments can be used to target communication more effectively. |
| 19 May, 2009 Qualitative corner: Balloon Games |
| 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. |
| 19 May, 2009 Why do generics dominate some markets? |
| Guest contributor and industry insider, Giles Moss, explains how some generics continue to dominate the market, even in the face of strong brand opposition. |
| 19 May, 2009 Tracking and Monitoring – ‘Knowing Where You Stand’ (Part 2) |
| 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. |
| 19 May, 2009 From monkey to man to patient - Understanding the person behind the patient (Part 1) |
| 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. |
| 19 May, 2009 BHBIA Annual Conference 2009 – a personal view by Mark Spedding |
| Mark Spedding provides his personal account of this year’s BHBIA conference held at The Grove Hotel near Watford. |
| 21 Apr, 2009 Stones – Reinventing the Rorschach Inkblot Test |
| 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. |
| 21 Apr, 2009 The Keys to Analysis; Narrative |
| Jon Chandler, Paula Scott, Karen Stevens and Rina Valeny continue looking at the ‘must haves’ of market research. This month we look at narrative. |
| 21 Apr, 2009 Tracking and Monitoring – ‘Knowing Where You Stand’ |
| 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. |
| 21 Apr, 2009 BHBIA Annual Conference: 11th and 12th May 2009 |
| Jennifer Squire previews Brand Health’s appearance and expert briefing session at this year’s BHBIA. We hope to see you there! |
| 17 Mar, 2009 Expressing Feelings on Traffic |
| Creative drawing was used in a recent workshop to explore various feelings and associations, we present the end result. |
| 17 Mar, 2009 Qualitative corner: Enabling with words |
| 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. |
| 17 Mar, 2009 Qualitative and Quantitative Research? |
| 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. |
| 17 Mar, 2009 Post-Launch Evaluation – Choosing Who to Study and How |
| 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. |
| 17 Mar, 2009 The Analytic Challenge |
| 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. |
| 17 Feb, 2009 Qualitative corner: Roleplay Techniques |
| Last month, we explored the use of brand graffiti as a qualitative technique. This month, we look at roleplay. |
| 17 Feb, 2009 Segmentation Analysis Techniques |
| Sheetal Gandhi continues the series of exploring how different quantitative analysis techniques work and where they fit in. This month we look at segmentation analysis techniques. |
| 17 Feb, 2009 What Is Post-Launch Evaluation? |
| Mark Spedding, Rina Valeny and Paula Scott discuss the reasons why a brand ‘health check’ after the buzz surrounding a product launch is essential. |
| 17 Feb, 2009 War Games: The ‘Brand Wars’ Approach |
| What we learn from the examination of various historical disasters is that effective planning is crucial to success. Failures in planning, like the underestimation of the opposition and the task in hand, often underpin disaster. ‘Wargaming’ has been one response that business has made to the risk or underestimating adversaries. |
| 20 Jan, 2009 Brand Graffiti |
| We continue to explore different projective techniques and their role in market research. This month Rina Valeny & Jen Squire explore the use of Brand Graffiti. |
| 20 Jan, 2009 Semiotics and Advertising |
| In November, we provided an overview of semiotic analysis and its role in market research, the theoretical basis and core concepts of the approach were outlined. In this second feature on Semiotics, the practical applications will be put under the spotlight. |
| 20 Jan, 2009 War Games: From the Spanish Armada to Brand Wars |
| What we learn from the examination of various historical disasters is that effective planning is crucial to success and failures in planning are often at the root of failure. ‘Wargaming’ has been one response that business has made to the risk of underestimating adversaries. |
| 16 Dec, 2008 Guided Fantasy and Brand Rooms |
| Projective and enabling techniques in qualitative research are an important way of encouraging respondents to express thoughts and feelings that otherwise can be hard to capture, to be more articulate than they otherwise could or would be. Such techniques which can be used in branding and brand development research are guided fantasy and brand rooms. |
| 16 Dec, 2008 The Brand Manifesto |
| Jon Chandler reviews the output from Third Tuesday over the last 18 months and looks forward to the creation of the Brand Manifesto in 2009. |
| 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... |
| 17 Apr, 2007 Paradox and Performance in World Health |
| Elodie Le Roux, Maribel Mancha and Jon Chandler explore healthcare systems around the world. |
| 17 Apr, 2007 Qualitative Corner: gaming techniques |
| Jon Chandler continues the series exploring how different qualitative research techniques work and where they fit in. |
| 19 Mar, 2007 France provides ‘worlds best’ healthcare ...it’s official |
| In the year 2000 the World Health Organization assessed 191 countries comparing the performance of their health systems. This provides a dramatic portrait of how healthcare is delivered well and less well throughout the world. |
| 19 Mar, 2007 Beyond Rationalisation... |
| Qualitative Corner... Jon Chandler begins a series exploring how different qualitative research techniques work and where they fit in. |
| 19 Feb, 2007 Profiling China: The Emergence of A New Healthcare Giant |
| As China enters the year of the golden pig, it is a propitious moment to think about this newly emerging healthcare giant. Weiwei Yang looks at what China’s modernisation means in healthcare terms. |
| 19 Feb, 2007 Getting more value out of open-ended questions asked in online surveys |
| Open-ended questions usually provide much less value than structured questions in online surveys. What could be done to improve this? |
| 16 Jan, 2007 Healthcare Research in Spain |
| Maribel Mancha, a native Spanish Brand Executive at BHI provides a general view on Healthcare research in Spain. |
| 16 Jan, 2007 Brand Development and The Emotional in the Rational (Part 2) |
| Jon Chandler looks at changing perspectives on the Medical Mind and how these impact upon brand development. |
| 04 Jan, 2007 The Emotional in the Rational |
| Jon Chandler looks at changing perspectives on the Medical Mind. |
| 18 Dec, 2006 Adoption of the Internet by GPs, 1996-2006 and evolution in the use of Internet Research to survey doctors |
| A number of recent reports have been published about doctors’ use of the Internet, and the evolution of Internet research in pharmaceuticals. This article draws together some key findings and sets them within the context of the past 10 years. |
| 21 Nov, 2006 What do we do about reporting adverse events? |
| Adverse event reporting has become a hot topic in recent months as market research companies, along with other agents working on behalf of pharmaceutical companies, now have a mandatory legal responsibility to report any adverse events disclosed during the course of their work. All employees at Brand Health International have completed comprehensive online training on adverse event reporting in response to requirements from several companies for researchers to be fully coherent with the subject, both when in the UK and during the course of international research. |
| 21 Nov, 2006 Using video within Internet research surveys; project management and security considerations |
| Video streaming opens up a new realm of possibilities for Internet research and this article addresses some of the project management and security issues which face market researchers wishing to implement this technology. |
| 16 Oct, 2006 Ensuring that your quantitative sample sizes are cost-effective |
| A personal view as to the key principles which underlie sample size selection for quantitative pharmaceutical research. |
| 12 Oct, 2006 The Patient Voice |
| Exploring various forms of ethnographic research. |
| 15 Aug, 2006 New directions for pharmaceutical market research training with EphMRA, BHBIA & PBIRG |
| If you are planning pharmaceutical market research training for you or your colleagues this autumn, it would be worth watching out for some of the new training initiatives that industry organisations are organising. |
| 19 Jun, 2006 Not All Meetings Happen |
| Here at Brand Health International we take our business commitments seriously; yet occasionally, just occasionally, events get in the way. |
| 02 Mar, 2006 Ethnographic Research: Getting Closer to Healthcare |
| Article for EphMRA News: March 2006 |
| 20 Jun, 2005 What Song Does Your Brand Sing? |
| Article for EphMRA News: June 2005 |
| 01 Jan, 2002 Pharmaceuticals: The New Brand Arena |
| This paper looks at the rapidly advancing recognition of the importance of brands within the international pharmaceutical arena. The paper explores what ramifications recent developments in our understanding of mind, culture and brands have for the whole business of brand development. The paper looks at how and in what ways qualitative research has to be built into this process, in particular exploring the issues of how qualitative research is structured and analysed. (International Journal of Market Research Vol. 44, No. 4, 2002) |