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Article: The Art of Storytelling in Pharma Market Research

Published in PBIRG Perspective, May 2016, vol. 18 No.1, By Julie Denny, Marketing Director

Storytelling – it’s the (not so) new buzzword in pharma market research. But why are we paying more attention to it now as a way of enhancing our service offering? There are probably a number of factors driving its adoption amongst research agencies, some specific to the pharmaceutical industry and some common to all businesses.

Firstly, we are suffering from information overload. And let’s face it, the complexity of information, data and statistics in a typical market research report are not easy to remember. Our brains are naturally wired to respond to a narrative, which helps us make sense of the facts. By building a story around the information, our audience finds it easier to understand what the research is trying to tell them, without wading through the entire report. 

http://www.researchpartnership.com/news/2016/05/article-the-art-of-storytelling-in-pharma-market-res...

6th July 2016

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