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Virtual Workshop

Optimising Market Research Insights to Increase Business Impact

Half day - 1.00-5.00pm - via Zoom
Thursday 04 February 2021, 1:00 PM - 5:00 PM


Learn more about how to develop insights and actionable recommendations and how to make these stand out - to increase engagement and business impact. This half-day virtual workshop will be an interactive training session with opportunity for engagement with the presenters and your fellow delegates. 

13.00 Welcome and Introductions 

This workshop will consist of two parts: 

13.15 - 15.00pm Part one will help you to better understand how to develop insights and actionable recommendations, and the role of market research in generating these. We’ll explore the difference between data and insights and discuss how to answer the ‘so what’ and reach that ‘light bulb’ moment. 

  • Delegates will have the opportunity to immerse themselves in market research data and key findings from which to generate insights and what these mean for the pharma company.  
  • This will help researchers in agencies to turn data outputs into actionable recommendations, and business intelligence personnel in pharma companies to add value to research projects and ensure the research they commission delivers benefits to internal stakeholders.

15 minute break 

15.15 - 17.00pm Part two will explore how to make our actionable insights stand out. Attention spans are decreasing and distraction is omnipresent. We’ll provide hints, tips and illustrative case studies to help you evolve deliverables in line with technology advancements and the way we digest data now, to increase engagement and business impact – there is so much more than just PowerPoint! 

  • Pharma delegates will benefit from fresh thinking on how to challenge the status quo when you are thinking about communicating insights for maximum business impact.
  • Agency delegates will learn actionable hints and tips to the art of storytelling and impactful communication.
  • To bring the session to life and make it interactive, we will leverage video, immersive experiences and interactive case studies to put theory into practice and to engage and inspire!  
This workshop will be run by:
  • Basis Health
  • Synergy Healthcare Research

We are very grateful to these two organisations for collaborating to deliver this exciting session, and for giving their time and expertise for the benefit of BHBIA members.

Speakers will be drawn from those listed below (final speaker line-up may change).

Speaker details:

Jon Freeman, Director

Jon has worked in healthcare market research since 1987 and has particular interests in research approaches that combine the creative aspects of qualitative research, motivational psychology, behavioural economics and communication effectiveness with the robustness of quantitative research approaches including market segmentation and pricing research. Jon has won numerous awards from the BHBIA, including the 2017 Best Customer Insight Award and is a finalist for a 2020 Award for Patient Centric Research.

Dr Lucy Howells, Director

Lucy has a BSc in Microbiology and a Ph.D. in Immunology, during which she published a number of clinical papers. She has worked in market research at Synergy for over 15 years, across a wide range of therapy areas and a wide variety of research methods, and enjoys working on both qualitative and quantitative research projects. She has a particular interest in patient pathway and mapping, as well as segmentation research. Lucy received the 2008 BHBIA Award for Best Sales/Marketing Effectiveness Research and has also been short listed for a number of other BHBIA Awards including ‘Improving the management of PHN: Patient voices and GP perspectives’ for Excellence in communication research and ‘Small is beautiful’ for Excellence in Business Analytics

Sue Thamia, Director

Sue's marketing research career began client side before working in two healthcare market research agencies and subsequently setting up Synergy with Jon in 2000. Sue enjoys the variety of working on both qualitative and quantitative research across a broad range of therapy areas. She has presented a number of papers, convened training courses and contributed to seminars on topics such as communications research, enabling techniques, pricing research, interviewing skills and new product development.  Sue has a first class degree in pharmacology and an MBA.  She is an ex-BHBIA committee member and has won many BOBI Awards. 

Georgina Cooper, Partner

Georgie has over 15 years healthcare experience working as a strategic consultant and market research expert across a broad range of disease areas and at all stages of the product development lifecycle. 

More recently Georgie worked client side at GSK/ViiV in a variety of market research / business insight and marketing roles.  As such,  Georgie is  in a unique position to support clients with insight generation and strategy development as well as truly understanding client's internal business needs and challenges.

Emily Sumners, Senior Director

Emily has over 15 years’ experience in healthcare market research with both qualitative and quantitative methodologies.

Emily has significant experience and enjoys unpicking complex findings and distilling insights into a compelling story. She enjoys looking for new ways to deliver insights that engage client teams and inspire action.

Delegate Fees

'Early bird' delegate fees for bookings made on or before 10th December 2020:

  • Members: £189 + VAT
  • Non-Members: £234 + VAT

(These prices include a 10% early booking discount).

Cancellation Policy for early bird bookings: full fee payable / no refunds given; however a substitute delegate can be accepted. (Our standard cancellation policy does not apply).

Delegate Fees for bookings made after 10th December 2020:

  • Members: £210 + VAT
  • Non-Members: £260 + VAT

Cancellation Policy: standard cancellation policy applies, as stated on booking form

Online Booking - Click on the register for event button below. Please note you must be logged in if you are a member or join as a registered user to book online.