Market research has evolved fast, from standalone studies, to a secondary first mindset, and now to a world where LLMs can interrogate and connect data in entirely new ways.

In this session, we will explore how to bring primary and secondary data together effectively. Using real case studies, we will share 3–4 practical principles that show the real value and impact of integrated research.

Speakers

Sarah Phillips, Vice President, IQVIA

Leading EMEA primary market research at IQVIA, Sarah oversees Integrated Research, combining primary research with IQVIA and external data to deliver holistic answers to complex business questions. A long-standing EPHMRA contributor, she has served on both the Conference Committee and the EPHMRA Board.

Nicole Nixon, Engagement Manager, IQVIA

Nicole delivers integrated insights that combine primary market research, often incorporating health psychology, with IQVIA and external data sources. Her focus is on practical, multi-source solutions grounded in robust market research.

5 March 2026

EPHMRA UK Chapter Meeting