What Pharmaceutical Research Must Achieve Today

Pharmaceutical market research is under pressure. Projects need to run faster. Decisions require more weight. Clients expect guidance rather than isolated results. They want to understand what lies behind numbers and statements. They demand behavioral science insights. And they seek knowledge that can be shared within the company and has an impact.

At the same time, the demands on market researchers are growing. Compliance and data protection are mandatory. Technological competence is assumed. Diversity in methods is a must. Roles are shifting. Researchers facilitate, advise, provide context, and translate insights for different stakeholders. Training, recruitment, and time-to-insight are noticeably reaching their limits.

New ways of working are in demand. Structures are needed that enable speed without sacrificing depth. Formats that allow for continuous learning. Models that strengthen collaboration with clients and prevent knowledge from being locked in project silos.
Key levers lie in stable access to relevant target groups, in iterative research designs, and in tools that accelerate analysis processes without compromising quality. Equally important is the shared exchange. Insights only become impactful when they are discussed, contextualized, and further developed.

The real added value is created when insights are brought together. When patterns become visible. When different perspectives form a unified picture. It is precisely this big picture that creates commitment to market research and enhances its impact within the company.

The full article in planung&analyse 2/2023 describes how these challenges are specifically addressed and which approaches prove effective in pharmaceutical market research.