EphMRA Award - Market Research Case Study
EphMRA launched an annual award in 2010 for all pharmaceutical market researchers and this involves submitting the description of a case study. This case study should showcase a piece of pharmaceutical market research undertaken, and is open to agency and client side researchers of all levels of experience and in any location.
2011 - Winner: Project Air: up, up & away
Laura Hunt, fastforward research & Su Meddis, AstraZeneca
This case study reviews how an initial idea from an enthusiastic team eager to conduct innovative research with patients developed into the first online community research project for AstraZeneca. This comprised five online communities creatively engaging almost 200 asthma patients and parents across four countries & three continents.
AstraZeneca wanted to ‘pressure test’ previous research hypotheses and review if their asthma portfolio strategy was on target. This included assessing whether the focus and content of clinical trials should include young teenagers in addition to adults. The team also wanted to evaluate the role & application of an advanced online methodology, to see if they could gain deeper quality insights, explore similarities and differences between patient types (teenagers, adults & paediatric patients) & understand if longer term engagement would be beneficial.
Runner Up – Highly Commended: Unearthing the unseen truths: Using neuroscientific implicit methodologies to unveil true reasons behind physicians’ prescribing behaviours.
by Maerii Yung, Strata Research & James Klymowsky, Implicit Research
In 2010, the first year, the case study submissions were on:
Positioning or Branding or Brand Development.
In 2010 the winner was Optimal Strategix Group (OSG) with their submission Understanding Stakeholders’ Unmet Needs to Commercialise Discontinuous Innovations. More details can be found here.
The Runner Up was Ipsos with a case study entitled:
Blood Sugar 101: Positioning Your Product to Goal