Demand Assessment Research: adopting insights from behavioural economics

Presented by

Duncan Munro and Andrew McConaghie

About this talk

Over the past 20 years, behavioural economics has identified factors that influence and determine how people behave, including alternative decision-making pathways and many cognitive biases and heuristics. Taking account of these helps to build a clear view of how healthcare customers think and behave in relation to your product in the real world. This short masterclass explores ‘quantitative demand assessment research’ – what it is and how insights from behavioural economics can improve the application of this important tool in pharmaceutical market research. The masterclass will: •Introduce demand assessment research and why it is important to healthcare market research •Discuss how insights from behavioural economics can improve quantitative demand assessment market research •Highlight a range of techniques using behavioural economics that help you build a more accurate picture of your customers and market.

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