MR Case Study Winner
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
Download
the pdf announcement
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