Best Customer Insight

Awarded for a market research or analytical project that has increased understanding of target customers and had a positive impact on strategic decision-making

Key Requirements: 

• Showcase a market research or analytical project that has generated vital insights.
• Demonstrate how these insights significantly increased a pharma/healthcare company’s understanding of their target customers and how they have led to a change in strategy.
• Highlight how the insight has positively impacted the business or key stakeholders.

Answering the following questions should help bring your submission to life: 

• What was the initial business question and what impact were you aiming for? 
• Which stakeholders did you get involved with from the project outset and why? 
• What methodology did you use and how did you decide on it? 
• What was your final recommendation and how did the insights impact the business, patients and/or healthcare systems(s)?

Evaluation Criteria: 

The majority of marks will be awarded against the elements below. Each carries equal weighting in the scoring scheme.

1. Appropriate stakeholders were involved and engaged in the project
2. Strong methodology and/or analysis tools were used to generate results
3. Clear recommendations or guidance were given to the client, brand team or business
4. The impact of the insights on business and/or patients/ healthcare system(s) was clearly demonstrated.  How was the insight used to change behaviour?  What happened as a result?
5. The entry was aligned to the specific award category

Please refer to the Award Entry Criteria, Scoring Framework, FAQs and Top Ten Tips for further guidance.

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