Abstract:

This paper sets the scene for discussion on a crucial topic: 'Is market research enough to provide insight?'. Drawing on their own extensive experience as market researchers and business analysts for the pharmaceutical industry, the authors aim to generate and stimulate debate. They do so initially by raising questions on the nature of 'insight' and why the industry has turned it into a favourite buzzword, and subsequently illustrating some main topics with examples of market research studies that perhaps failed short of contributing fully to the generation of insight. Conclusions summarise key topics for future discussion.