The principles of what makes a good pharma conjoint haven’t changed. But, the pharma market research environment has. This latest edition combines the foundations of pharma-specific conjoint with evidence for further key areas of interest:
- Where AI can and cannot help with conjoint.
- How to harness the power of $50m worth of published pharma conjoint studies to get conjoint results without doing a survey.
- Understanding exactly why conjoint over-predicts the share of new pharmaceuticals – and how to avoid this.
- How “having mercy on the respondent” with simpler ways of doing conjoint can boost accuracy and decrease costs.
Co-authored by Gary Johnson (our Chairman and the author of the first edition of Pharma-Specific Conjoint) and Sam Johnson (our Director of Research and Development), this second edition is a must-read for anyone involved in pharmaceutical market share and value driver research.
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