CMC INSIGHTS, LLC Selected to Present Novel Market Research Methodology at Annual National Conference of the Pharmaceutical Marketing Research Group (PMRG)

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Novel Approach to Understanding Our Audiences' Perspective of the Competitive Landscape

CMC Insights, LLC was recently selected to present Debate Team™, their landmark proprietary and innovative methodology, at the Annual National Conference (ANC) of the Pharmaceutical Marketing Research Group (PMRG). The ANC is a prestigious, international gathering of healthcare marketing research professionals that explores the macro-level, industry trends that affect healthcare and related industries.

The CMC Insights presentation, “Leading by Leveraging Real Perceptions of the Competitive Landscape” was a collaboration with a top-tier biotech manufacturer and chosen from among a sizeable and distinguished field of entry submissions to address a key PMRG focus task, entitled “Beyond the Data: Realizing Your Role as a Strategic Leader.” The presentation featured a case study using the firm’s breakthrough Debate Team™ technique. This novel approach enables researchers to lead through the use of insightful methodology and actionable outcomes.

“The proprietary Debate Team™ methodology offers a solid solution to a dilemma that affects market research in general: the need to uncover true, unbiased, real-world perspectives to support product portfolio optimization,” said Colleen Cassidy, CMC Insights Principal and developer of the Debate Team™ methodology. “By creating an environment in which clinicians utilize their own thought processes to describe the competitive landscape from their viewpoints, we can foster an open discussion that is untainted by set stimuli or biased research questioning.”

Based on three guiding principles, Debate Team™ uniquely encourages participants to engage in a team-based, competitive discussion that leverages the natural thought process within a flexible, flowing, and organic debate format. As a result, participant responses and reactions tend to be more forthcoming, less “marketing-biased,” and truly reflective of respondents’ feelings and dispositions.

CMC Insights, a boutique qualitative market research agency with a global reach, currently implements Debate Team™ as an effective means to mine clinicians’ real perspectives about healthcare-based products and services. For more information, please contact Colleen Cassidy at cc(at)cmcinsights(dot)com or via telephone +1.510.717.5756.

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Colleen Cassidy
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