Trinity Insights

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. 

• Marketing Communications Insights

  Trinity’s Marketing Communications Insights Center of Excellence (COE) has partnered with life sciences marketing teams and agencies on thousands of marketing communications studies throughout the launch cycle, including positioning research, concept testing, message testing and visual aid development.

  The COE offers customizable, bespoke research solutions for every budget, timeline and scope—from quick qual and quant insights to premium materials testing with behavioral science methodology.

  Trinity Marketing Communications Insights
  Best-in-class MarCom insights through expert-led, flexible research

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• 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.

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• 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.

• Early Viability Assessment

  When making go/no-go decisions on early-stage assets, it is critical to have decision inputs that clarify what the potential asset needs to achieve to be viable.  Insights that uncover which product characteristics and outcomes are necessary in the target product profile (TPP) provide clear direction and decision-making confidence.

  Trinity Early Viability Assessment is an integrated offering that uses a qualitative tradeoff methodology in HCP interviews, which are further refined with payer interviews. These findings inform early asset gating decisions and define the bar that needs to be met. Landscape assessments provide future market context around that bar.

  The Trinity Advantage
  Trinity experts combine qualitative and quantitative approaches to pressure-test interviews, talk through the rationale and boost accuracy. Expertise in market research, therapeutic area, global payer behavior and strategic advisory provides nuance and richness.

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• 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.

  Explore Trinity Patient Centricity
• 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.

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• 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.

• 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.

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• 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.