We believe the novel approach to help marketers with a deeper understanding of the competitive landscape led to the "most educational" ranking.
(PRWEB) May 08, 2014
At the Annual National Conference (ANC) of the Pharmaceutical Marketing Research Group (PMRG), CMC Insights, LLC was selected to present “Leading by Leveraging Real Perceptions of the Competitive Landscape”—a collaboration with a top-tier biotechnology company. This session featured a case study using the firm’s proprietary Debate Team™ technique, a methodology that solves a key dilemma in market research by enabling a view of the marketplace from the clinician’s perspective.
In a follow up, third-party assessment of the conference presentations, CMC Insights, LLC received exemplary scores from the pool of attendees, particularly in terms of learnings and satisfaction:
- The presentation was considered the most educational session (rated 4.8 out of 5), far exceeding the overall average of 4.1
— To quote: “Attendees report this session to be highly educational compared to others”
- The CMC Insights speaker team received excellent mean scores on several evaluation metrics including
— “Expert on the subject matter”
— “Presented information clearly and effectively”
— “Avoided commercialization”
— “Provided key takeaways I can implement”
- Attendees considered the CMC Insights, LLC presentation the second most exemplary session based on overall satisfaction (rated 4.5 of 5, with the number 1 presentation scoring a 4.6)
“We are delighted that the presentation was so well received,” said Colleen Cassidy, Principal at CMC Insights, LLC and developer of Debate Team™. “We believe the reason the session resonated with attendees is that the Debate Team™ technique explores and exposes the “real life” decision-making processes that physicians employ when making therapeutic decisions. The more a commercial team understands about this dynamic, the more they can succeed.”
About Debate Team™ 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.
“This 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 Ms. Cassidy. “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.”
CMC Insights, LLC is the qualitative market research boutique agency with a global reach. For more information, please contact Colleen Cassidy at cc(at)cmcinsights(dot)com or via telephone +1.510.717.5756. http://www.linkedin.com/in/cmcinsights.