Cécile Bernieri, Research Director
Biology & EM Lyon Business School
Working at Axess offers both a challenging and polyvalent experience: as a research director, I get involved in all the steps a market research requires, from the proposal to the presentation to our clients, the goal being to keep in mind recommendations are to be realistic and actionable.
The problems our clients need our help on can occur at any stage of the medical product life cycle, and cover all aspects of the marketing mix; this requires on our side the knowledge and relevant use of either qualitative techniques (projective techniques, evolving mini-groups, focus groups), and quantitative methodologies (PCA, Conjoint Analysis, etc.).
Being in a human-sized structure leads each one of us to know and use on a regular base this panel of techniques, in order to eventually deliver the best recommendations to our clients, with whom we regularly touch-base during the whole project, from the briefing up to the final presentations, where results and recommendations are discussed.
Eventually, this leads to a win-win relationship between our clients and ourselves: they benefit from a tailored project management and a reactive team, and we benefit from this close relationship, as it helps us understand each day a bit more the strategic dilemmas and key decisions Pharmaceutical Companies face today, and anticipate which proposal we’ll have to imagine in the future…
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