Our approach to market research emphasizes rigor from start to finish

Our global Market Research practice bring rigorous answers to our clients’ most important questions. We use hypothesis-driven approaches to research design, fielding, and analysis to deliver actionable insights tailored to specific need and market context. Putnam Market Research teams have strong relationships with in-country partners that allow us to support nearly all markets and understand the market specific nuances that impact research fielding and methodological design. Our practice in the area involves:

  • Qualitative Research
  • Quantitative Research
  • Qual / Quant “Hybrid” Research
  • Focus Groups / Panels
  • Asynchronous Data / Opinion Collection
  • Multi-Source Data Synthesis

Supporting our Market Research Strategy is Functional Expertise in Key Disciplines

In-Depth Qualitative Research

Understanding the WHY behind clinical decision making

Rigorous Quantitative Research

Measuring WHAT is happening today and what future scenarios will hold

Synthesis of Multiple Data Sources

Developing a SINGLE TRUTH of market dynamics to support strategy development


  • Rigorous working through of issues affecting the business opportunity – What?, Why?, and How?
  • Pre-thought and alignment on strategic implications of research
  • Not shying away from complexity but using technology and adaptive design to make survey intuitive for physicians
  • Meticulous attention to detail to ensure clarity and specificity
  • Close monitoring of fielding partners to ensure quality and timeliness in respondent recruiting
  • Representative sample creation looking at geography, practice location, practice type and practice characteristics
  • Careful vetting of survey responses prior to analysis
  • Deep analysis that gets to next level insights beyond the top-level cut, e.g., what drives decision making?
  • Drive research and analysis to recommendations and strategic insights that support business decision making
  • Interface with multiple teams, ensure output is plug and play with each key stakeholder group
  • Support dissemination of results and insights to additional client teams to ensure organizational buy-in

Putnam Case Example

Goals & Strategic Framework
  • Putnam worked with the client to review and sharpen KPIs related to patient activation and engagement and aligned to brand objectives
  • A web-based survey was constructed including standard Patient ATU elements and innovative elements related to both emotional journey and information engagement patterns (a proto version of Micro-Moments research)
Evidence & Insight
  • Putnam fielded this research with 360 breast cancer patients in the first wave
  • Analysis provided weighted responses to core KPI questions, deep dive analysis into information engagement patterns, and preliminary sizing of patient activation and engagement opportunities
  • Putnam worked with marketing team to distill the analytics insights into a specific tactical action plan including both patient and HCP facing elements
  • Recommendations led to significant increase in patient pull through
  • Follow-on research waves tracked evolving patient experiences, confirming effectiveness of tactics and yielding further insight on patient activation

Get in Touch

We partner with clients to address the most complex challenges facing the life sciences industry. Our carefully designed evidence-based strategies allow us to generate winning insights for our clients all over the globe.

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Strategy for the Life Sciences