Trinity Insights

Cutting-edge market research conducted by industry experts

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In life sciences marketing, you’re constantly making decisions in an uncertain market.

You regularly answer challenging questions that require multiple perspectives and custom insights.

You need market research to be:





Easily digestible


And that’s not all.

You need sophisticated problem solving from a partner that has been in your shoes.

Recommendations from a hands-on partner that is invested in your needs.

This is where we come in.

Only Trinity’s experts can provide a transparent, tailored approach across qual, quant, integrated data streams, deliverables and support. We leverage a comprehensive, holistic toolkit that can be integrated across our COEs—from Patient Centricity to Performance Tracking.

We are our clients’ partners.  We are commercial and clinical experts across therapeutic areas globally.

We have been in the trenches.

Throughout the research process, we offer unbiased, critical thinking with courage and integrity. We challenge our clients with what they need to hear.

And we do this using a high-touch, boutique model.

Our clients receive white-glove treatment with the breadth and depth of support necessary to execute and pull through at scale.

Market Research Offerings

The ultimate goal of Market Research is to inform the strategy and tactics at each stage of the brand planning process—from supporting development of a launch plan to managing the brand’s entire life cycle. Our capabilities range from qualitative in-depth interviews to multivariate quantitative studies with physicians, patients, payers and other critical stakeholders in the healthcare space.

Trinity uses a set of multivariate tools, including patient simulation, discrete choice and predictive modeling. By combining the best mix of research techniques, we can uncover not only what will happen in the future but also the factors that drive that outcome.

We have considerable expertise in conducting strategic market research that includes demand, segmentation, pricing, patient journey and performance tracking studies—to support all stages of the brand life cycle. And we can deliver market research initiatives either as a standalone or as part of a larger consulting engagement.

Trinity has been a leader in evidence-based insights for over 25 years.  We have made deep investments in the latest technologies to elevate our research and analysis capabilities for our clients.  The experience has been instructive—we know when and how to adopt the most promising technological innovations to enable faster delivery of sharper insights. 

  • Real Insights

    Trinity Real Insights provides seamless integration of PMR and RWD to robustly understand and predict stakeholder actions.

    A comprehensive view of HCP decision-making enables an accurate understanding of a market today and in the future:

    Assess the entire picture from a business insights vantage point

    Robustly predict future HCP decision-making

    Tap into deeper insights from experts with deep life sciences commercialization knowledge

    Elevate the power of Trinity Real Insights with seamless AIML-driven insight integration across multiple engagements

    Supercharge your predictive models with the only predictive insights grounded in market research and real-world data.

  • Behavioral Science

    Trinity uses a unique behavioral science approach to uncover the subconscious drivers of the “why” and pinpoint true motivators of behavior.

    Rather than relying on the expertise and interpretation of market researchers on the back-end, our team of experts build behavioral science directly into the research framework.

    • We craft discussion guides and research stimuli to access latent desires and decision-making processes before rational discussion occurs.
    • This practice allows us to understand how people truly make decisions.

    We operationalize heuristics and biases into our research strategy, rather than identifying them during analysis.

    • Standard direct questioning sometimes misses nuances and underlying meaning as respondents are telling us the “rational” story behind their preformed unconscious decisions. Approaching the subconscious first establishes the primal mechanisms that are driving decisions.
    • Identifying subconscious motivators and levers that can be pulled through to affect behavioral change is only possible when you methodologically approach the subconscious first.

    This unique approach leads to more robust, data-driven insights, which are mapped against project imperatives. These insights fuel strategic recommendations on how to target and communicate to customers—and ultimately drive revenue to client brands.

    Our insights are more durable because they hinge on subconscious motivators rather than rational explanations (which are likely to change). This durability allows clients to apply insights to other research questions—and Trinity’s size and agility allow us to support large, multi-stream workflows and quickly scale capacity to provide end-to-end support.

    Behavioral science* projects include:

    Exploratory landscape/pre-positioning

    Patient journey

    Materials testing (positioning/concept)

    Uncovering emotional disconnects (communications, visual ads, advertising, etc.)

    *Also known as behavioral economics

  • Brand Insights AI
    Trinity Brand Insights AI is uniquely positioned to transform the world of biopharmaceutical insights.

    It is a powerful insights assistant and tool that allows you to answer brand questions in seconds and update those answers continually with new data.

    It can ingest information from multiple sources, accelerate analysis, synthesize findings, uncover formerly unseen patterns and more.

    It isn’t just a repository; it’s a catalyst for impactful, productive use of existing information and resources.

    Brand Insights AI is a Generative AI (GenAI) tool designed by experts with deep technical knowledge and expertise in the nuances of life sciences research. It is a system built for pharma.

    Our AI application is private to your enterprise and ensures your data and valuable IP are always secure and never inappropriately shared.

    Unlock the collective power of all your brand research with a GenAI tool designed especially for biopharma.

  • Demand Research

    Trinity’s original brand was built on developing accurate forecasts and leveraging optimized demand research to ensure those forecasts have the evidence needed to support them. Trinity has grown significantly, but our focus and dedication to perfecting demand research has never wavered.

    At Trinity, Demand Research is focused on identifying expected opportunities for brands and/or novel assets by measuring expected utilization and answering the key what, where and why questions from our clients.

    Trinity uses Patient Simulation to better model and explain prescribing behavior in a simple, realistic task that produces more accurate outcomes compared to traditional allocation methodologies. Post-hoc analyses of demand work performed by Trinity can lead to forecasts that net to within 2 points of actuals over a 5-year period.

    Demand research is one of the most frequently completed pieces of market research conducted by Trinity year after year.

  • Segmentation

    Trinity’s Segmentation engagements are built to the key needs of each brand involved; across engagements, the core philosophy remains consistent. Trinity believes that successful segmentations allow brands to more effectively target key physicians and prioritize resources for the maximum impact.

    Trinity recognizes that markets are diverse. Customers are driven by myriad subtle factors: underlying values, attitudes, clinical convictions, external stimuli, aspirations and emotions. Our teams reflect this multi-faceted and complex nature of decision-making. Segmentation projects at Trinity incorporate multi-disciplinary teams. Qualitative and quantitative market researchers, statisticians and strategists come together to design thoughtful instruments to capture the full gamut of diversity in the marketplace – be it in market preferences, psychology, attitudes or behavior.

    We have completed and helped to implement more than 50 segmentations over the past 5 years across both large and small pharma and biopharma clients and in a wide variety of therapeutic areas including oncology, hematology, diabetes, pulmonary diseases, neurology, medical devices and even rare or orphan diseases.

  • Patient Journey & Insights

    Patients remain at the core of all activity at Trinity. Whether understanding how various assets can produce life-saving innovations for patients or developing roadmaps to maximize the value of clients’ products in the minds of physicians and patients, we are constantly thinking about how to improve patient lives. Patient Journey at Trinity epitomizes our dedication to advancing the interests of patients by generating and mining patient-level data to paint a holistic picture of the patient journey – identifying key leverage points and areas of improvement along the way.

    Each patient’s journey is unique; however, trends and patterns can inform strategy moving forward. Trinity’s Patient Journey approach combines the power of secondary data (claims, EMR or practice-level datasets) with the context of primary research (qualitative and/or chart-based quantitative) to generate an accurate, current representation of the patient population with insights needed to optimize commercial strategy. Each project culminates in a poster-ready, visual flow of the patient journey, complete with quantified unique nodes of interaction and potential for leverage.

    Trinity has developed a Patient Centricity Center of Excellence, striving to be a true leader in the space.

  • Pricing

    Trinity Pricing studies are designed to derive the optimal pricing and contracting strategies for brands that enable a balance of revenue, access and risk.

    Trinity seeks to maximize the revenue potential for our clients in setting prices for novel therapies. Trinity Pricing studies take into consideration the value proposition of a novel drug or therapy, the commercial strategies of the company and the environmental context—and then test all of these against reactions from key stakeholders including payers, physicians and patients.

    Trinity Market Research, in combination with our dedicated team of Pricing & Access experts, has completed Pricing studies across a variety of therapeutic areas including oncology, CNS/Psychiatry, diabetes, infectious diseases, neurology and orphan diseases.

  • Promotional Materials

    Trinity works to ensure final promotional materials maximize persuasiveness and motivate physicians to prescribe our clients’ products. Throughout the process of bringing promotional materials to market, Trinity can add value. From value-proposition development through positioning, messaging, concept testing and final collateral materials testing, Trinity can help to optimize the impact and resonance of promotional materials.

    A blend of qualitative and quantitative research techniques provides a comprehensive assessment of a product’s promotional materials by supplementing rigorous quantitative data with rich physician perspective and verbatims. Trinity’s research dives deep into how physicians are interpreting each option, as well as the drivers behind preference. Trinity has completed engagements focused on promotional materials generation and refinement across all phases of development.

  • Performance Tracking & ATUs

    Marketing and Brand leaders need a steady stream of actionable insight into the market their assets play in and the context around each product. Ensuring the best trajectory for a brand requires actionable insights beyond the simple ATU (Awareness, Trial and Usage) approach of tracking the market.

    Trinity’s Performance Tracking COE provides dynamic, diagnostic tools guided by dedicated experts with experience across therapy areas, geographies and stakeholders.

Explore secure Generative AI solutions for Market Research Insights


Learn about Trinity’s new research panel for healthcare practitioners, patients, payers, clinical administrators and key opinion leaders.

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Patient Centricity

Listening to the Voice of the Patient all the way from R&D through launch and beyond

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Latest Intelligence about Insights and Market Research

White Papers

Tethering to Reality: Integrating HCP-level Real-World Data into Brand Share Estimation

Share estimates from demand studies in primary market research (PMR) are a critical input for any forecast—their accuracy is paramount for successful brand planning. Successful prediction is often elusive—from 2020 through 2022, only one in ten products had actual performance that aligned with forecasted expectations.* Recognizing this challenge, Trinity experts developed a method that significantly […]

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Far From Routine: Performance Tracking as a Source of Powerful Insight

Available On Demand

Assessing the impact of market events, advocacy, promotion and messaging is a key focus for Marketing and Brand leaders in life sciences. Stakeholder-perception tracking research is an often-overlooked strategic and tactical input as brands look to optimize their commercial performance. Come join Lara Lyeth, a Principal in Trinity’s Performance Tracking CoE, as she hosts a lively discussion […]

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Patient Journey: A New Approach To Meet The Demands Of Patient Centricity

Patient Journey is a mainstay of pre-launch commercial insights generation, traditionally sitting beside demand estimation, segmentation and other key inputs to commercial decision-making and launch preparation. Historically, Patient Journey has been used to identify leverage points and opportunities to increase market share for the new product. It has been generated through primary market research (largely […]

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