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Welcome to Rapport, containing tips, truths, news and views, blogs, tweets, articles and films covering a range of topics currently affecting Research Partnership and the pharma market research world
  • Posted by Mariel Metcalfe
  • September 20, 2019
  • Articles

Living with Atopic Dermatitis: Effects beyond the skin’s surface

Living with Atopic Dermatitis: Effects beyond the skin’s surface

Head of Living With, Mariel Metcalfe, discusses the nature of Atopic Dermatitis and some key findings from a recent study conducted in Europe

Earlier this year, we published the report “Living with Atopic Dermatitis (AD) EU”, based on primary market research, which reveals key insights and unmet needs from the AD adult and paediatric patient perspective and treatment journey. In December 2017, we published a US report, which is also available to purchase.

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How a mindset-based customer segmentation was developed to drive engagement with physicians in oncology

In preparation for launch of a new oncology treatment in the EMEA region, our client wished to develop an attitudinal mindset-based customer segmentation. This would allow for clear identification of each segment in the field; effective deployment of the sales force at launch by prioritising segments that show the greatest opportunity; and segmented messages (and potentially sales aids) to directly address the needs of each group, and so encourage quick adoption. 

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  • Posted by Marc Yates
  • September 20, 2018
  • Articles

Comparing apples and oranges: Is a global segmentation transferable?

Comparing apples and oranges: Is a global segmentation transferable?

When our clients are considering primary market research in emerging markets they typically face two challenges - a lack of good local data and budget.

The absence of reliable and up-to-date information in emerging markets should mean that a greater budget is allocated to primary market research. However, in reality the opposite is true. Consequently, our clients want to know if they can tailor global studies to reflect the nuances of different emerging markets.

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  • Posted by Richard Head & Jenny Redfearn
  • May 16, 2018
  • Case studies

Reversing fortunes with a colourful segmentation

Reversing fortunes with a colourful segmentation

The challenge Our client wanted to develop a mindset-centered customer segmentation to support the launch of a product in the treatment of CLL and MCL within their haematology franchise. The segmentation solution provided by Research Partnership was successful, and so, at a later stage, they wanted to test if it could be applied more broadly across their haematology franchise. One product in particular, used in the treatment of multiple myeloma, was suffering from declining market growth. They wanted a segmentation that could help reverse  it’s fortunes by allowing them to develop a more effective marketing strategy. The solution We implemented a 3-phase programme of qualitative and quantitative research and animplementation a workshop. Following a successful implementation, we conducted further qualitative research using the newly developed typing tool to validate the segmentation for use in the treatment of MM. We convened further workshops to present the results to key stakeholders. The initial global workshop became the template for a series of local implementation workshops in each market, conducted during a month long roadshow. The outcomesThe findings from the segmentation research and subsequent implementation work completely reshaped our client’s strategy. Their sales team undertook a strategic review of all their key accounts…

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Tools to action your segmentation

Tools to action your segmentation

Our tools for ensuring a successful segmentation rollout.

For a truly successful segmentation, it is critical that the marketing and sales teams are engaged at key points in the process, and are fully supported in the process of implementation. At Research Partnership we use a range of techniques to ensure that the findings from the research are successfully adopted by all of your key internal stakeholders. We are able to support your implementation with a range of tools and creative outputs that highlight and summarise the key insights, and allow stakeholders to engage with the segments in new and creative ways. Find out more about these tools in our latest infographic.

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