Generating market insight

Susanne West and Martine Leroy Sharman

This paper sets the scene for discussion on a crucial topic: ‘Is market research enough to provide insight?’.

Generating Market Insight

Easier said than done?

Martine Leroy-Sharman A+A Decision SupportSusanne West A+A Decision Support
 
Introduction

Our contention is that although the pharmaceutical industry needs to generate market insight if it is...

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