Agenda

So when you do find them, how do you wring the most insights from each interaction? This session will lay out key considerations to strategically design research to meet the unique needs of the respondent population and ensure you’re gaining the highest quality insights possible. You’ll hear from multiple perspectives for a well-rounded discussion – seasoned researchers, a pharma stakeholder, as well as a patient who is on their own journey with a health condition.

In this session, we will showcase a live deep dive into one client partnership (final case study to be confirmed), showing how we co-designed AI agents to address strategic business challenges and the measurable impact achieved.
Illustrative past examples include:
Defining portfolio level strategic initiatives to secure long term market leadership in a competitive therapy area
Mapping brand opportunity spaces using future state simulations to guide pivotal Phase III trial and launch decisions
Optimizing narrative and campaign strategy for a global vaccine brand to differentiate in a crowded market and drive prescriber uptake
Independent reports from Prosus, Capgemini and McKinsey predict AI agents will play a transformative role in the workplace. They are increasingly seen not as experimental tools but as autonomous collaborators reshaping how organizations work today and plan for tomorrow.
We will explore opportunities, barriers and practical steps to evolve these approaches. Attendees will leave with a realistic blueprint for harnessing AI agents, understanding both their potential and the realities of making them work.

Through extensive meta-analysis of >quarter million messages across 100+ disease states and 200+ brands, Newristics has identified the best-in-class practices of how to engage HCPs with more emotionally resonant messaging:
• Top 5 most foundational HUMAN needs of HCPs that need to be addressed by every brand
• 20+ messaging strategies to create language that evokes strong emotions in HCPs, but also approvable
• 40+ real-world examples of messaging with strong emotional resonance

Human beings have always been Homo Faber, tool users who shape the world through disciplined practice. Today, artificial intelligence introduces a new kind of tool: one that thinks with us, not just for us. The question isn’t whether AI will transform market research. It’s whether you’ll direct that transformation or simply react to it.
This session from BioVid reframes prompting as a modern form of craftsmanship, PromptCraft, transforming AI from a source of anxiety into a disciplined collaborator you command. Drawing on BioVid’s real-world experience with its award-winning AI platform, CIAIRA™, the session translates field practice into methods you can apply immediately to your market research work. You’ll learn a structured approach to assigning complex research tasks to AI with oversight, improving precision, creativity, and productivity in daily research tasks while exploring the evolving frontier of AI-driven market research.
Key Takeaways:
The PACT Framework
Learn to design clear, repeatable prompts that define persona, action, context, and template, laying a robust foundation for reliable AI outputs in market research contexts.
Iterative Mastery & Dynamic Contexts
Move beyond trial and error by refining prompts step by step, and discover how adaptive context design enables more robust, agentic AI interactions and multi-agent collaboration for complex research projects.
Power Techniques
Gain practical tools for AI self-evaluation, gap analysis, reasoning transparency, and strategic expansion, techniques that elevate output quality and foster continuous learning.
Quality and Risk Controls
Implement simple safeguards to prevent hallucination, bias, and misinterpretation, especially in regulated healthcare and pharmaceutical research settings.
Convergence of AI and Social Science
Explore how embedding social science frameworks into AI systems can deepen insights and support predictive behavior modeling, enhancing both qualitative and quantitative market research.
Preparing for the dynamic evolution of AI in Market Research
We’ll also explore the strategic use of powerful techniques like synthetic audiences, dynamic research frameworks, embedded social science, and groundbreaking new discoveries that are disrupting conventional research paradigms
By the end, you’ll leave with a replicable workflow, a mental model for AI as collaborative partner, and a toolkit of professional-grade prompt patterns and system design strategies ready to apply to your next market research project. This session is not about keeping up with technology. It is about reclaiming what makes us human: the ability to think with our tools and make meaning through them, even as those tools become more intelligent and adaptive.

By weaving together structured data with authentic human expression, researchers can uncover the “why” behind the numbers, giving brands a richer, more holistic understanding of patient and HCP experiences – in one research touchpoint!
Through mobile-first video capabilities, participants share their perspectives in their own voice and environment, capturing subtleties like tone, body language, and context that are often lost in online, email-based surveys. At the same time, AI probing dynamically adapts to responses, asking smarter follow-ups, exploring unspoken motivations, and digging deeper into emerging themes in real time. Together, these methods bridge the gap between scale and depth, allowing healthcare & pharma organizations to access both robust quantitative patterns and authentic qualitative nuance.
Featuring real-world applications, this session will demonstrate how mobile-first quali-quant surveys enhanced with video and AI probing deliver unparalleled insights, enabling better decision-making and more patient-centered outcomes.
Key Takeaways:
• Harness mobile-first quali-quant research designs to capture both scale (quant data) and depth (qual feedback).
• Use integrated front and rear-facing video to capture emotions, nonverbal cues, and contextual richness that text alone cannot convey.
• Leverage AI probing to explore hidden motivations and generate deeper, adaptive insights in real time.
• Achieve a more complete view of patient and HCP experiences by blending structured measurement with authentic expression.

In this session, we’ll dive into how artificial intelligence is quietly (and sometimes not-so-quietly) reshaping the daily rhythm of clinical care. From primary care to specialty settings, AI is now baked into electronic health records (EHRs), helping providers make faster, smarter decisions—sometimes even before the patient walks into the office. We’ll explore:
• How EHR-native intelligence is nudging clinical behavior (yes, even that stubborn Cardiologist)?
• What this means for pharma and biotech teams trying to engage in a world where the EHR might answer before the doctor does?
• How commercial and insights teams can stay ahead of the curve—and maybe even surf the next wave of digital health transformation?
You should expect hard-hitting data, real stories, and a few laughs as we unpack what it means to practice medicine in an AI-powered world. Spoiler: It’s not science fiction anymore.

To humans who have spent a lifetime decoding emotion, this task seems very simple. However, getting a computer to decode emotions like a human can is a bit more complicated than it seems. In this session, we’ll explore exactly what it means to recognize emotion, what Speech Emotion Recognition (SER) is, how computers can reliably measure emotions, and how we can use SER to better understand the thoughts, beliefs, attitudes that explain and motivate behavior.

As generative AI becomes more accessible, patients are using it to understand diagnoses, compare treatments, and prepare for discussions with their healthcare teams. In this mixed-method study, we explore how patients and HCPs alike are integrating AI into the cancer care experience, revealing surprising shifts in trust, autonomy, and the flow of information. This session unpacks the opportunities and tensions AI introduces into the care journey, and what pharma must understand to stay relevant.