Incite: Changing how we gather insight to understand the true drivers of decision-making

Measuring decision-making solely based on explicit feedback is no longer effective market research and brands must change how they gather insight to understand the true drivers of decision-making.

Campaign details

Brand: Incite Country: UK

Synopsis

Background

Clearer understanding of physicians' prescribing behaviour is becoming increasingly important in conditions such as relapsed and refractory Multiple Myeloma (rrMM) where the market is highly competitive, saturated, and lacks head-to-head clinical trials across all regimens. Treatment choice is a complex decision-making process and market researchers must now find innovative ways to dig deeper into this behaviour and use more focussed and innovative techniques to unearth the real drivers of decision-making.

The Challenge

With therapy area expertise and advice from Celgene, a leading pharmaceutical company in the field of oncology,...

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Insights Team
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