Agenda

• To identify the evolving needs in professional development, with a focus on younger talent entering the industry
• To examine the points at which human expertise will continue to be essential alongside AI advancement
• To provide a framework for how agencies and client-side researchers can strategically adapt to AI without compromising the human element of research.

This session, “Redefining the Rules: A Disruptive Approach to Brand Positioning,” explores how a comprehensive, multi-phased strategy rooted in behavioral sciences — spanning ideation, customer co-creation, development workshop, and rigorous testing— can redefine product launch. Attendees will gain insights into how disruptive thinking was applied to position a groundbreaking new drug, overcoming traditional barriers and resonating deeply with key stakeholders. Through this case study, learn actionable strategies to create impactful brand positions that not only meet market needs but also challenge conventions, ensuring meaningful differentiation and long-term competitive advantage.

We compiled all market research content over the last two years and used genAI to synthesize the data and build a patient journey. Once tested and validated, this formed the backbone of our digital KOL. We can now use the digital KOL to get instant answers to a range of questions that we constantly grapple with – testing of multiple TPPs, impact of new Takeda and competitor data readouts, drivers and barriers, identifying untapped opportunity areas etc. – eventually we should also be able to run sensitivity analysis on sales and marketing tactics!

The Virtual super KOL is a “live” application that will continue to learn and evolve as we layer in external publications and additional work, ensuring insights are always up to date with the latest data.

Forecasters often rely on secondary data analogs to model the effects of timing and order-of- entry but these estimates often fail to capture the unique characteristics and market situations for pipeline products. This presentation shares new tools for modeling timing and order-of-entry that combine models based on secondary data with new metrics from survey-based demand research. Accuracy of the methodology is demonstrated with several case studies.

We chose a common topic (Obesity and GLP-1 weight loss medications) in a particularly challenging methodology: the Patient Journey. This type of research yields some straightforward responses, but the majority of the output to be analyzed is narrative – respondent stories with a mix of factual details and emotional, social, and psychological impacts that we expected to challenge AI’s analysis capabilities.

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.

Attendees will gain valuable knowledge on:
• Integrating AI-driven insights into a patient journey and marketing plan
• Enhancing collaboration between research, marketing teams, and other departments within your organization through AI
• Improving patient-centric strategies through real-world conversations, data, and primary insights
Take advantage of this opportunity to boost your market research capabilities and learn how to effectively connect market research with marketing teams for more agile and informed decision-making.

This may limit ideation or their desire to invest in the topic at hand.

Enter the Delphi Method. This structured approach involves reflection, iteration, nuance, and reconsideration of opinions across multiple rounds of research where participants can see a summary of the group responses after each round, allowing them to refine their opinions until a consensus is reached. It’s a powerful method to gathering the collective thoughts of a group through an iterative process of anonymous feedback.

Join us for this presentation in which we will use a case study to showcase the benefits of mastering the Delphi Method.

Patient centricity is a CEO-level topic in every pharma company. All brand teams spend significant time and effort in trying to be patient centric – understanding the patient journey, improving the patient experience and communicating to patients in a compassionate way.

But do patients think that pharma brands are truly patient centric? Do they believe that pharma brands understand them, or are they doing enough to help them? How do we even measure patient centricity of a pharma brand through the lens of patients? How do we go beyond a few ATU survey questions to measure patient centricity in a more comprehensive way?

In a first-of-its-kind study, Newristics will present results of a large-scale research and analysis project to measure the centricity of dozens of brands across 8 different disease states using a simultaneous stated and derived approach:

• Derived – Newristics analyzed millions of patient conversations and “derived” the level of patient centricity embedded in them using advanced social listening algorithms.

• Stated – Newristics also analyzed patient messaging of 30+ brands using machine learning models trained to score messages on manufacturer-centricity vs. patient centricity.

Don’t miss this data-backed presentation from Newristics on the #1 strategic priority topic for the pharmaceutical industry!

By leveraging STEM’s field force observations and internal stakeholder interviews with Research Partnership’s primary research findings, we connect insights on internal understanding of the brand strategy and how it is being executed with what is being communicated, recalled, and perceived by healthcare professionals (HCPs). Our combined insights help clients create optimized customer-centric strategies that enhance field engagement and drive desired HCP behavior.

The challenge was extremely complex and multi-layered, with immense pressure on global stakeholders and each country lead to ensure launch success. How could the launch
message resonate with physicians across diverse cultures and healthcare systems? Achieving this required seamlessly synthesizing data from 10 distinct global markets, understanding varied healthcare professional perspectives, and crafting a unified strategy that all regional partners could align with—all while racing against time. It was a monumental task.
This session will reveal how human ingenuity paired with AI technology led to one of the most significant achievements of the biologic’s launch, the global alignment of all markets. With this approach, J&J did not have to forfeit deep, quality insights while achieving the fastest, most seamless alignment the team had ever experienced— “This is my 17th global launch, and I’ve never had such an easy time aligning regions.” More than ease, however, the process instilled a deep confidence and sense of empowerment, allowing regional teams to validate unique insights quickly and align on a core promotional message, backed by data and reinforced by local nuances.
Attendees will gain actionable takeaways, including:
✓ How GenAI is starting to be utilized in multiple ways within insights and strategy – the future is exciting.
✓ How AI paired with deep human expertise can transform the launch preparation process.
✓ Techniques for using AI to minimize confirmation bias and achieve faster, data-backed regional alignment.
✓ Methods to combine AI with behavioral science for reliable, resonant messaging across diverse healthcare contexts.
✓ Steps for balancing global consistency with regional adaptability to build trust and engagement across markets.

This parable mirrors our modern business environment, where experts confidently share their insights on customers, markets, and opportunities, each from their unique perspective. In this session, we’ll delve into how these individual “truths” can be both right and wrong, and how our blind spots can limit our ability to deliver business impact. Join us to learn how insights and analytics professionals can bridge these gaps, combining diverse perspectives to “see” more comprehensive and actionable truths.

We’ll examine the challenges and opportunities at the intersection of AI/ML and market research, highlighting the impact of these technologies on both individual roles and organizational strategies.

The discussion will kick off with participants sharing practical applications of AI/ML, showcasing real-world examples of how these tools are revolutionizing the field. We’ll then look ahead, considering how AI/ML will continue to reshape the role of market researchers and elevate their strategic value within organizations. Finally, we’ll explore strategies for upskilling researchers to effectively integrate advanced tools into their workflows, potentially redefining their positioning and ensuring they remain at the forefront of an evolving industry.