Market Research Insights Lead

NATURE & SCOPE

The Market Research & Insights Lead will be an important contributor to our commitment to accelerated leadership and the maximization of asset value and the launch trajectory of each brand by integrating insights from multiple stakeholders into a cohesive and impactful strategy and tactics. Effective collaboration, both externally and internally, will be crucial for success.

The role is a key partner in driving and facilitating stakeholder (Patient, HCP, Payer) centric insight

generation across Value Drivers (Patient Solutions, Patient Evidence and Patient Impact) at global and regional level, in the field of Rheumatology. Flexibility to work in other therapy areas might be required according to the need.

He / she will collaborate closely with business partners to define, assess and prioritize key business

questions. Initially, they will assess whether existing information (primary, secondary information or data sources) addresses these questions. If not, they will work with colleagues from the broader Integrated Insights team (Market Research, Competitive Intelligence, Advanced Analytics) to select appropriate methodologies and techniques to provide insights into the underlying business issues. For the primary market research required they will coordinate with vendors to ensure successful execution of the fieldwork.

Upon completion, they will review the collected data, connect it with potentially other data points and make business-oriented recommendations to their partners, where they identify signals from noise, and deliver impactful insights. They oversee multiple market research projects for early and late stage assets and brands, involving regional and global business stakeholders.

As such key responsibilities include, but are not limited to :

• Demonstrating an in-depth understanding of the therapeutic area, markets and the competitive landscape, to ensure the right business questions are being asked.
• Suggesting and building plans that help answer key hypotheses on priority business issues and opportunities for the respective needs.
• Actively challenges business stakeholders where needed to ensure optimal usage of company resources and maximize impact on business decisions. Using the Insights Guide as a reference to drive execution of market research activities.
• Demonstrating flair for not just presenting findings but connecting & understanding to drive clear thinking and actions. This includes the ability to synthesize multiple data sources and make critical connections to get to the 'WHY" behind the "What".
• Driving actionable solutions : obsessed with the 'so what' & the "why" behind the "what", not just the research 'answer'. When it comes to Insight generation, he / she can turn observations into insights into action through using best practice approaches, frameworks, and tools. Ensure "impact" is consistently being monitored along all projects.
• Planning and leading agreed market research.
• Working closely together with the regional analytics and advanced analytics teams (US and / or
• Europe) to ensure the right use of existing data sources support to answer business questions in the most effective way. Closely partner with these teams to triangulate data and insights from primary market research, deliver stronger insight leading to more substantial business impact
• Ensuring that HCP, patient, and payer insights are at the heart of asset and brand strategies / tactics, e.g., campaigns.
• Taking joint leadership on the management of the agreed market research activities, spear heading new and emerging research methodologies, as well as championing best practice in established methodologies
• Ensuring strong communication with regional / local teams (legal, compliance, safety) so approvals of new initiatives happen smoothly
• Gathering understanding from non-traditional sources (e.g., social media listening, secondary data) in addition to commissioning specific primary research
• Proactively keeping up to date with industry changes, methodologies, tools and techniques and shares with wider team. Embrace new technologies (AI, other…) in order to work in the most effective way.
• Championing the customer (patients) and stakeholders' (HCP, payers) 'voice', ensuring that customers are at the heart of decision making for operational teams
• Ensuring all planned market research is compliant and projects follow global SOP and are loaded into our global MR governance systems.
• Ensuring all market research complies with the Pharmaco-Vigilance Safety Reporting obligations and ensures contracts contain the right PV clauses, vendors receive the right PV training and execute correctly on their PV obligations.

ORGANIZATION

Part of the new Integrated Insights and Advanced Analytics team but locally / physically embedded in business teams across geographies

MAJOR ACCOUNTABILITIES

Profile :

Expected Behaviors :

MAJOR CONTACTS

KEY PERFORMANCE INDICATORS