Concept and message testing is not as simple as it used to be. A concept is no longer just an ad, and a set of messages are no longer designed largely to just feed a detail aid. They are now an expression of the brand that will need to translate across multiple channels, touchpoints and customer segments.
With this in mind are you going about your research in the right way? Are you testing concepts and messages within the correct context and in consideration of how they will be used in today’s digital world?
This training is designed to help you better understand new thinking and best practice in this space. You will hear, not just from expert brand and communications researchers, but also from a representative of the creative teams who work so hard to develop the ideas we test. No matter how much communications research you have done in your career so far, we hope you will come away with fresh ideas and a new perspective for 2020.
Cristiana Carata Instar Research and Chair of the LDC
Cristiana has over a decade of experience in global market research and strategy consulting in the pharmaceutical industry.
Building on a multidisciplinary background in marketing, management and sociology, Cristiana is a dual quantitative and qualitative researcher, experienced in applying behavioural economics and cognitive science principles to augment brand performance and improve healthcare.
Cristiana holds two Bachelors degrees in Marketing and in Management, as well as a Master of Science in Sociological Research.
She is also a published author, a BHBIA BOBI Judge and the chair of the EphMRA Learning and Development Committee.
Hannah Mann Founding Partner, Day One Strategy
Hannah Mann has over 20 years’ experience working with big pharma to bring the voice of the customer to the heart of decision making. Often partnering with clients early in the brand lifecycle to help identify market opportunities, target customers and develop the full brand experience.
Hannah has also served as a judge for the annual EphMRA awards, presented at MRS and EphMRA conferences and written a number of successful blogs on women in leadership.
In 2019 Hannah decided to co-found Day One with business partner Abigail Stuart with the ambition of working with forward thinking clients to help develop modern healthcare brands that truly meet the needs of today’s customer.
Abigail Stuart Founding Partner, Day One Strategy
Abigail has more than two decades of experience consulting with bio-pharma and healthcare companies to develop global brand strategies and communications. She has helped to launch some of the world’s most successful blockbusters, as well as working with life-changing medicines for rare-disease and tech start-ups.
Abigail is passionate about understanding how data and technology are changing the needs and behaviours of customers and the consumerisation of healthcare. She consults with companies to help them develop strategies and market offerings that fulfil changing consumer needs and preferences and fully engage them in end-to-end customer experience.
Kat Gridley Senior Account Director, CDM London
Kat took the plunge into ad agency life in 2017, having spent 6 years before that in healthcare brand and communications research. Still a secret researcher at heart, Kat is passionate about the journey from customer insight into compelling brand strategy, and ultimately impactful campaigns.
Leading a global account in life sciences, Kat’s experience spans the full brand lifecycle, with particular expertise in portfolio branding, creative concept development, multi-channel campaign planning and execution, as well as internal stakeholder engagement.
Kat is known for her no-nonsense approach in holding both clients and agency to account in the name of building great brands!