Institute for International Research

Workshop B: 1:00 - 4:30 pm
Maximizing the Online Medium for Market Research: Best Practices
Katherine A. O'Neill, President, PARK STREET RESEARCH

Conducting market research via the internet has become a mainstream practice in the pharmaceutical and biotech industries. The medium offers unique advantages over other media, some of which are not maximized by typical research practices. In this workshop, you will learn how to design research to leverage the unique capabilities of the online medium and improve the validity of the data collected.
Topics to be covered include:

• Use of the internet by healthcare professionals and consumers
• Types of research best suited for internet fielding
• Sampling and recruiting issues with internet studies
  • Pros and cons of dedicated panels
  • Validating respondent qualifications
  • Low incidence respondents
• Best practices with regard to design of research instruments for online studies
  • Use of visuals to collect data
• Layout of screens and data validity
  • Use of visuals as stimuli
• Journal ad tests
• Sales aid development
• Costs of internet research
• Reporting findings

About your workshop leader:
With over 17 years experience exclusively in pharmaceutical market research, Dr. Katherine O'Neill brings industry insight and expert research skills to her role as President of Park Street Research. Prior to joining PSR, Kathy ran her own market research and consulting firm, O'Neill Consulting, where she provided both primary research and research consulting services to her clients in the pharmaceutical and biotech industries. Her clients included large pharma companies such as Schering-Plough and Novartis, as well as growing biotech concerns such as Zonagen and Artesian. During the 14 years that she ran O'Neill Consulting, Kathy designed, implemented, and analyzed market research across a wide variety of therapeutic categories and tackled issues from reimbursement to patient perceptions to concept testing to KAP surveys. She has personally conducted in-depth interviews and focus groups with thousands of physicians as well as nurses, patients, pharmacists, managed care executives and other healthcare professionals.