Taking the cost out of R&D and researching again
Bob LeitmanGreenfield Online, Inc., United States
Over the last decade, the demonization of the pharmaceutical industry has moved from a rarely believed forecast to an unchallenged truth. Polls of the American public now find pharmaceutical companies among those least likely to be seen as honest and trustworthy (only 9% in an October 2005 Harris Poll), and at the top of the list of companies that should be subject to more regulation (51% in that same Harris Poll).
How has this happened and what can the market research industry do...