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BHBIA Using Data Fusion & Choice modelling in Segmentation

via Zoom
Friday 08 October 2021, 12.30 - 1.30pm

Webinar recording now available
Full BHBIA members only - you will need to log in to access it - once logged in, the link and password will appear on the page below this text.
Segmentation is a common first step in defining a marketing strategy for a brand - but many segmentations end up in a drawer because they lack actionability or buy-in. Our tips will help to make the segmentation a long-lasting and useful resource!

During this session, we will guide you through the considerations and possible ways to increase the impact of a segmentation study – from design, through execution to socialisation.

Furthermore, attendees will learn how choice modelling can be applied as a tool to map preferences of audiences. We will also show how market research insights may be combined with other data sources - such as existing customer databases - to enrich the segmentation and increase actionability.

This webinar will be run for us by SKIM. We are very grateful to the team for sharing their time and expertise for the benefit of BHBIA members.

SKIM is a company specialized in understanding decision behaviour of customers. Based on its extensive heritage and leadership in choice modelling techniques and advanced analytics, SKIM has worked with many pharma and non-pharma companies to develop an actionable segmentation and to embed this into the organization. SKIM has a dedicated Data Science & Advanced Analytics team that specializes in advanced choice modelling and data fusion. Experts from this team will contribute to the training session.


Elise is a Director in the Healthcare team of SKIM. With nearly 15 years' experience in Healthcare market research, she has worked together with many Pharma clients to answer their business questions around both established and pipeline products. Building on a bio-pharmaceutical sciences background, Elise is specialised in customized quantitative research, including forecasting and segmentation to help advise clients on their pre-launch roadmap.

Daisy has over 15 years’ experience in Healthcare market research, and has become a trusted partner to many Pharma clients. With her passion for qualitative research, her goal is to provide clients with a deep understanding of the behavioural drivers of patients and healthcare professionals. As such, she has worked successfully on several large segmentation studies to help clients build and optimize their marketing strategy. 

Online booking:

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