Given the ‘big data’ brokers (IQVIA (IMS), Google Analytics and IBM Watson) and the availability of data on mass via social media and other internet sources. Does Market Research have a role to play in future data collection? What’s happening in the healthcare and digital space? In healthcare, the competition and challenge is to collect the patient and physician data. In theory, there’s a potential payback in patient outcomes and treatment efficacy. Digital initiatives are failing to achieve true patient and physician engagement and therefore data, so how can Market Research help fill this gap?