Market Research types and differences used in management and markting

Market Research is the process of designing , collecting, analysing and reporting information that may be used to find the specific situation or solve a problem.

1. Market Research Market Research is the process of designing , collecting, analysing and reporting information that may be used to find the specific situation or solve a problem. Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 1

2. TYPES OF MARKET RESEARCH Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 2

3. Primary Research Involves collecting original data directly from sources, such as through surveys, interviews, focus groups, and product testing. It is tailored to answer specific research questions but is often more time-consuming and expensive. Surveys and questionnaires:  Gather data at scale through structured questions, often using online tools. Interviews:  Conduct one-on-one or small group conversations to explore customer motivations and pain points in depth. Focus groups:  Organize guided discussions with a small group of people to gain insights and spark conversations about a product or topic. Observation:  Study customers in their natural environment to see their behavior and interactions with a product or service. Experiments :  Test different versions of a product or marketing message to see which performs better Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 3

4. 2. Secondary Research Uses existing data that has already been compiled by others, such as industry reports, government data, or previous studies. It's often more affordable and quicker to access but may not directly address our specific needs.  Common sources of secondary research: Internal data: Use existing company records, such as sales reports, customer feedback, and website analytics. Public domain data: Analyze information from government agencies (e.g., census data) or non-profit organizations. Academic and industry journals: Review reports, white papers, and academic articles for deeper insights and statistical data. Commercial data providers: Purchase market reports and data from specialized market intelligence firms. Competitor research: Analyze the pricing, products, and strategies of rivals Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 4

5. Problem-Identification vs. Problem-Solving Research Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 5

6. 3. Problem-Identification Research:  Discover potential marketing problems and identify the underlying reasons for them. For example, it might explore why a product's sales are declining. Examples: Market potential research: Determines the maximum sales potential for a product or service. Market share research: Monitors a company's sales relative to its competitors. Market characteristics research : Analyzes the features of a particular market, such as its size, demographics, and social trends. Sales analysis research: Evaluates sales performance to spot potential problems, such as a drop in sales in a specific region. Forecasting research: Predicts future trends and demand. Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 6

7. 4. Problem-Solving Research: Focuses on finding solutions to identified problems. This could involve researching new marketing strategies, identifying new market segments, or testing potential product improvements.  Examples: Product research: Informs the development, modification, and testing of new or existing products. Pricing research: Helps determine the optimal price point for a product or service. Promotion research: Evaluates the effectiveness of advertising and promotional campaigns. Distribution research: Studies the best channels for a product to reach its target customers. Targeting and segmentation research : Identifies the specific customer groups a company should focus on Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 7

8. Other Key Market Research Types 5. Qualitative Research: Seeks to understand motivations, opinions, and underlying reasons through non-numerical data like interviews and focus groups. 6. Quantitative Research: Involves collecting and analyzing numerical data, such as statistics from surveys, to identify patterns and draw conclusions. 7. Customer Research: Explores customer needs, behaviors, and satisfaction levels. 8. Competitor Research: Analyzes rivals to understand their strategies, market standing, and potential threats. 9. Branding Research: Assesses how a brand is perceived in the market and its position relative to competitors. 10. Product Research: Informs the development and improvement of products or services by gathering customer feedback and testing. Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 8

9. Types of Market Research Methods Online Surveys Phone Surveys Customer Surveys Omnibus Surveys- includes questions from different companies or researchers, but the same respondents answer all of them. Mail Surveys Intercept Surveys- quantitative research method used to collect feedback directly from people in real time, at a specific location or point of interaction — for example, in a shopping mall, hospital, airport, or website. Ad Concept Testing- technique used to evaluate how well an advertisement idea or concept will perform before it’s launched . Mystery Shopping Shop along Focus Group Feasibility studies Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 9

10. Type of Research Purpose Data Source Methods Used Data Type Example Primary Research To collect fresh, first-hand information directly from respondents Customers, market participants Surveys, interviews, focus groups, field tests Qualitative & Quantitative Conducting surveys to test interest in a new Coca-Cola flavor Secondary Research To analyze already available data to gain insights Reports, online databases, government stats, journals Desk research, literature review Usually Quantitative Using industry reports to study beverage market trends Qualitative Research To understand motivations, opinions, and perceptions Small groups or individuals Focus groups, interviews, open-ended questions Descriptive (non-numerical) Interviewing customers to learn why they prefer Coke over Pepsi Quantitative Research To measure behaviors and quantify data statistically Large sample of respondents Online surveys, polls, experiments Numerical, measurable Measuring how many customers buy Coke each week Exploratory Research To explore a new problem or idea without defined hypotheses Primary & Secondary sources Informal interviews, brainstorming, literature reviews Mostly Qualitative Exploring reasons behind declining sales in a region Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 10

11. Type of Research Purpose Data Source Methods Used Data Type Example Descriptive Research To describe characteristics of a market or population Often primary (sometimes secondary) Surveys, observations, customer profiling Quantitative Describing demographics of Coca-Cola’s regular consumers Customer Research To understand customer needs, preferences, and behavior Existing & potential customers Surveys, interviews, loyalty data, CRM analysis Qualitative & Quantitative Studying what motivates customers to choose Coca-Cola Competitor Research To analyze competitors’ strengths, weaknesses, strategies, and performance Competitor websites, reports, advertising, market data Benchmarking, SWOT analysis, mystery shopping Qualitative & Quantitative Comparing Coca-Cola’s pricing and marketing strategy with Pepsi Brand Research To assess brand perception, awareness, loyalty, and positioning Customers, general public, brand analytics Brand tracking surveys, social listening, sentiment analysis Qualitative & Quantitative Measuring brand loyalty and emotional connection to Coca-Cola Product Research To evaluate product design, features, usability, and market fit Target customers, product testers Concept testing, prototype trials, feedback sessions Qualitative & Quantitative Testing consumer response to a new Coke bottle design Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 11

12. Market Analysis Technique 3Cs ( Cusomer analysis, Company Analysis, competitor analysis) The model states that neglecting any one of these factors when designing a strategy will have serious consequences for its success Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 12

13. Many different strategic planning tools helping organisations to compete effectively exist. One of the most famous of these is Ohmae’s 3C Model, developed in 1982. Dr. Kenichi Ohmae, a Japanese organizational theorist and Strategy guru, proposed the 3C Model in 1982. The concept was published in his book, “The Mind of the Strategist: The Art of Japanese Business.” The Ohmae 3C model, also known as “the Strategic Triangle,” is a strategic framework that assists in developing the fundamentals of Business Strategy for any organization. Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 13

14. The model emphasizes that long-term success depends on finding the right balance between these three elements.Each “C” represents a key stakeholder or dimension that influences strategic decision-making. Customer (The Center of Strategy) The customer is the most important element in the 3Cs Model. A company must first understand who its customers are , what they need , and how their preferences evolve . The goal is to deliver superior value compared to competitors. Customer analysis involves studying demographics, lifestyle, preferences, and purchase behavior. Understanding customer pain points helps design products and services that meet or exceed expectations. Companies should segment customers into meaningful groups for better targeting. Effective strategies are built around satisfying customer needs more efficiently than rivals. Ohmae emphasized that without customer-centric thinking, even a strong company will lose relevance. A customer-driven approach leads to loyalty, brand trust, and repeat purchases. Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 14

15. 2. Company (Internal Capabilities and Resources) The company represents the internal environment and the organization’s ability to deliver value. It includes resources, capabilities, technologies, and organizational culture. A company must identify its core competencies — unique strengths. Efficiency, innovation, quality control, and cost management are crucial aspects. Ohmae suggested aligning the company’s internal strengths with market opportunities. Strategic analysis tools like SWOT can help evaluate internal strengths and weaknesses. The company must constantly improve and adapt to stay ahead in dynamic markets. Effective use of human capital and technology enhances productivity and customer satisfaction. Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 15

16. 3. Competitor (Market Position and Rival Analysis) Competitor analysis involves studying rivals’ strategies, strengths, and weaknesses. Understanding what competitors offer helps identify gaps and differentiation opportunities . A company should monitor competitor pricing, product quality, innovation, and customer service. Ohmae advised that companies should focus on building unique advantages rather than engaging in price wars. Competitor analysis also helps anticipate market trends and threats. Being proactive allows firms to stay ahead of industry changes. Example: Coca-Cola and Pepsi constantly analyze each other’s marketing and product moves to maintain market share. Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 16

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18. E-Pharma Marketing / Digital Marketing Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 18

19. The pharmaceutical industry has long relied on traditional marketing tactics—sales reps, in-person events, and print advertising—to reach healthcare professionals (HCPs) and stakeholders. But with the digital transformation reshaping every aspect of healthcare, pharmaceutical companies can no longer afford to lag behind. Today, pharmaceutical online marketing is not just a trend—it’s a necessity Whether it’s reaching providers through webinars, educating patients through content marketing, the industry is experiencing a major shift.  Digital marketing in pharma enables better engagement, measurable ROI, and scalable outreach across global markets. Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 19

20. What is Pharmaceutical Online Marketing? Pharmaceutical online marketing  refers to the use of digital channels and platforms to promote prescription drugs, medical devices, healthcare services, and educational content. It encompasses a broad spectrum of tactics—including  search engine marketing , email campaigns,  social media , webinars, and programmatic ads—delivered in a way that complies with healthcare regulations. Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 20

21. While conventional methods still play a role, especially in high-touch or late-stage sales cycles, today’s pharmaceutical marketers rely on  online pharma marketing  to inform, educate, and convert stakeholders much earlier in the journey. The target audience is vast and segmented. Effective strategies must address the needs of: Healthcare Professionals (HCPs)  – including physicians, pharmacists, and specialists who expect clinical data, research-backed messaging, and continuing education content. Patients and Caregivers  – seeking trustworthy, accessible information about conditions and treatments. Regulators and Institutions  – who demand transparency, ethical promotion, and full compliance with regional guidelines. Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 21

22. Key Challenges in Pharmaceutical Digital Marketing While digital marketing opens new doors for pharmaceutical companies, it also brings a complex web of challenges—most notably around  compliance, privacy, personalization , and data limitations. To maintain trust and remain legally sound, companies must address these obstacles strategically. Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 22

23. Core Digital Marketing Strategies for Pharma To succeed in today’s digital-first world, pharmaceutical companies must embrace multichannel engagement that balances personalisation with regulatory compliance. From SEO to webinars, each strategy must align with both marketing goals and healthcare regulations. Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 23

24. Search Engine Optimization (SEO) Appearing at the top of Google search results is critical when healthcare professionals or patients seek trusted medical information. Pharma companies can use: Optimized website content Keyword-rich product pages Scientific blogs targeting medical search terms Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 24

25. Content Marketing for Pharmaceuticals High-quality, educational content builds trust and thought leadership. like Blogs covering treatment options Research-backed whitepapers Infographics, videos, and patient stories Examples: Case studies for physicians FAQs for caregivers Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 25

26. Social Media Marketing LinkedIn, Twitter/X, and YouTube are powerful platforms for B2B pharma messaging. Share clinical updates Promote events Highlight patient programs or company milestones Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 26

27. Email Marketing & Automation Segmented, behavior-based email campaigns allow for precise targeting across HCPs, patients, and researchers. Welcome series Product update notifications Post-event follow-ups Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 27

28. Pay-Per-Click (PPC) & Ads PPC campaigns on Google, Bing, or healthcare-specific ad networks can target: Specific disease keywords Physician specialties Geo-targeted locations Use programmatic platforms that support health-safe advertising, ensuring no promotion of unapproved claims. Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 28

29. Webinars, Virtual Events & Hybrid Models Web-based events are one of the few remaining channels for gathering first-party data while providing value to HCPs. These event types work well: Medical education sessions KOL roundtables Advisory board virtual meetings Product launch briefings Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 29

30. Strategic Planning Using the RACE Framework To build a successful pharmaceutical digital strategy, pharma companies need a structured, measurable approach. The RACE framework—Reach, Act, Convert, Engage—offers a comprehensive path for mapping out digital marketing efforts in a way that aligns with both business goals and compliance standards. Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 30

31. R – Reach: Get Discovered in a Crowded Market The first step is to increase brand visibility by helping healthcare professionals (HCPs), patients, and caregivers find you online. This includes: Search Engine Optimization (SEO): Optimize for treatment-specific keywords to drive organic traffic. Digital Advertising: Use Google Ads and LinkedIn campaigns with audience targeting by specialty or geography. Pharma e-marketing campaigns: Create top-of-funnel educational content like blogs, infographics, and videos to build awareness. Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 31

32. A – Act: Encourage Interaction and Consideration Once you’ve attracted traffic, it’s time to spark engagement. Create opportunities for visitors to interact with your brand: Host interactive webinars with KOLs (Key Opinion Leaders) Build resource hubs with downloadable content (whitepapers, trial results) Integrate tools like quizzes, symptom checkers, or interactive product finders on your website This stage of the journey emphasizes inbound marketing for pharmaceutical companies—letting HCPs come to you for valuable information. Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 32

33. C – Convert: Turn Interest into Action Conversion means transforming engaged visitors into qualified leads or customers. Tactics include: Call-to-action (CTA) optimization on product pages Gated assets like eBooks in exchange for contact info Landing pages for campaign-specific messaging Example: After attending a webinar, an HCP is directed to a landing page with a form to request product samples Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 33

34. E – Engage: Build Long-Term Relationships The final stage focuses on retaining customers through ongoing, value-based communication: Follow-up emails with personalized content Surveys to gather feedback and measure satisfaction Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 34

35. https://gurkhatech.com/nepal-pharma-digital-marketing-research/?srsltid=AfmBOopTwTSSam_RCuKa6A-WY9O6FECxPt6adYFNeKUsLsnqKYsIS9WT Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 35

36. Global Marketing Vs International Marketing Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 36

37. The terms global marketing and international marketing sounds very similar to one another. Global Marketing Vs International Marketing The terms global marketing and international marketing sounds very similar to one another. However, both can be seen as two different stages of internationalization or international business operations. Global marketing refers to carrying out marketing operations from the company’s headquarter while selling products or services worldwide in different countries. Whereas, international marketing can be understood as going global by establishing subsidiaries in the prospective local market of different countries, to execute suitable marketing strategies Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 37

38. Basis Global Marketing International Marketing Meaning Global marketing is the application of a single marketing strategy in the worldwide market, for a product or service. International marketing refers to the company's penetration into the prospective markets of different countries by directly engaging in the local marketing environment. Product or Service Offerings Standard product or service Customized product or service Marketing People Cross-cultural marketing personnel employed at the company’s head office Native marketing employees placed in the target foreign markets Marketing Research and Development It requires intense market research due to the company's physical absence in the prospective global market. It comparatively needs less research and development since the company has a physical existence in the international market and can analyze the market. Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 38

39. Customer Engagement Less customer engagement due to the distant presence and low customer interactions. Customer engagement is quite high due to the local presence and multiple communication channels. Marketing Budget All the budgeting activities for global marketing are performed at the company's headquarters. The international subsidiaries perform budgeting activities at the local level. Social Media Marketing Company has a unanimous social media page for its global operations. Here, there are multiple social media pages of the company, on Twitter, Instagram or Facebook segregated according to the country. Advertising Here, a single commercial runs throughout the world in various regional languages of different countries. Advertisements in the international market are tailored exclusively for the local market and vary drastically from country to country. Basis Global Marketing International Marketing Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 39

40. Promotion Strategy Promotion tactics are adopted keeping in mind the global audience perspective. The promotional strategies are designed individually for every local market. Marketing Autonomy Limited to the company's headquarters. Spread across the subsidiaries located in different countries Basis Global Marketing International Marketing Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 40

41. Ethical Consideration of pharmaceutical marketing Pharmaceutical marketing is the practice of promoting pharmaceutical products to inform and influence stakeholders, including healthcare professionals (HCPs) and patients. Unlike traditional marketing, this field is highly regulated and demands strict adherence to ethical standards that prioritize patient well-being over profit The ethical considerations that define responsible pharmaceutical marketing revolve around transparency, accuracy, and professional integrity Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 41

42. Key Ethical Principles Transparency: Providing clear, honest information about drugs, including side effects, risks, and limitations. Accuracy: Ensuring marketing materials present balanced and factually correct information to aid informed decision-making by patients and doctors. Patient Well-being: Prioritizing patient safety and health over the profit-driven motives that can lead to unethical practices. Fairness: Avoiding practices that exploit consumers or the healthcare system, such as predatory pricing or manipulative sales tactics. Respect for Privacy: Protecting patient data and adhering to privacy laws in marketing efforts. Responsible Promotion: Promoting only approved uses for drugs and avoiding misleading information or the promotion of off-label uses without proper context. Social Responsibility: Ensuring drugs are affordable and accessible, balancing corporate responsibility with societal needs for healthcare Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 42

43. Interactions with healthcare professionals (HCPs) Avoiding undue influence : Pharmaceutical companies must maintain transparency and integrity in their relationships with HCPs. Any gifts, financial incentives, or promotional tactics should not improperly influence prescribing habits. Limiting gifts and incentives: It is unethical to offer lavish gifts, personal items, or recreational activities to HCPs. Companies may provide modest, medically relevant items, or fund legitimate, scientific educational events. Transparent consulting fees : Any payments to HCPs for services like speaking at meetings or participating in clinical trials must be based on a written agreement, documented, and reflect fair market value for legitimate services. Disclosure of conflicts : Companies and HCPs have a mutual responsibility to be transparent about any financial relationships that could present a conflict of interest. Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 43

44. Clinical data and research Full disclosure of trial data: Ethical marketing requires companies to transparently report the full results of clinical trials, including both positive and negative outcomes. Avoiding sponsored research bias: Since industry-sponsored research is more likely to favor the sponsor's product, marketers must be transparent about research funding and support their claims with robust, independently verifiable scientific evidence Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 44

45. Important of Ethical Consideration of pharmaceutical marketing Patient Safety: Ethical marketing protects patients from misleading information and ensures they receive appropriate, safe, and effective treatments. Public Trust: builds trust between the public, healthcare professionals, and the pharmaceutical industry, which is crucial for sustained success. Informed Decisions: Accurate and transparent information enables patients and doctors to make informed decisions about treatments, leading to better health outcomes. Integrity: Ethical practices maintain the integrity of the pharmaceutical industry and the medical profession, preventing conflicts of interest and biased decision-making. Pabitra Thapa, Sr. product Manager(MPD), Asian pharmaceuticals 45