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Market Research for the Future by Gregg Archibald of Gen2 Advisors - Presented at Insight Innovation eXchange LATAM 2013
1) The document discusses new approaches to market research, drug development, and understanding drug interactions. It notes that insights from data can provide courage to make changes. 2) It describes using crowdsourcing methods like online games to help analyze complex protein folding, as well as analyzing physician notes and adverse drug reports to better understand drug interactions. 3) The document advocates adapting traditional hypothesis-driven research methods to incorporate more data exploration, listening to customers, and gaining insights from large user networks to inform decisions.
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Market Research for the Future by Gregg Archibald of Gen2 Advisors - Presented at Insight Innovation eXchange LATAM 2013
- 1. MARKET RESEARCH FOR THE FUTURE - NOW March 26, 2013
- 2. "INSIGHTS GIVE YOUTHE COURAGE TO MAKE CHANGES" ROB ATENCIO, PFIZER CONSUMER HEALTHCARE
- 3. THE WAY ITSBEEN DONE Survey Data Accept or Hypothesis Exploration Analysis Instrument Collection Adapt
- 4. PROTEINS • Amino Acids •Fold to stable shape • Astronomical Number of Options • Applications Cancer Aids/HIV Alzheimer’s
- 5.
- 6. DRUG INTERACTION EFFECTS •Physician/Patient Visit • Physician Notes Drugs and Symptoms • Recorded in FDA “Adverse Effects Reporting System” • Frequency and/or Severity results in publication as a side effect.
- 7. DRUG INTERACTION EFFECTS 6,000,000 Users Anti-depressant Cholesterol High Blood Sugar
- 8. Adapt Data Survey Accept or Analysis Exploration Hypothesis Collection Instrument REVISITED THE WAY ITS BEEN DONE
- 9. Ask Listen Observe
- 10. Listen Observe Ask
- 11. THANK YOU! OBRIGADO! Gregg Archibald garchibald@gen2advisors.com 804.543.4312
Editor's Notes
- #2 Thank everyone for the being here.Thank you for allowing me to speak Gen2 is an advisory and consulting firm focused on helping insights drive marketing outcomes.And in this way, I think HSR is well positioned.GUADALUPE – READ THE HSR WEBSITE TO ME.
- #3 This quote comes from Rob Atencio at PfizerNovember TMREThis quote applies in two directionsWhat we need to do for our clientsAlso what we need to do for ourselves
- #4 And the way that this has been executed in the past is that we have generally tested two or three hypotheses. With some good experimental design techniques, we can test 10 or 15 hypotheses.With some of the advances in choice models, we can even test 40 or more hypotheses.I want to set the stage, because we will come back to this in a few minutes.
- #5 Proteins are made up of amino acids holding hands. There are approximately 2 million proteins in the human body. These are made of a combination of 20 different amino acids.The smallest protein has 75 atoms and 200 degrees of freedom. Titan is the largest protein with about 30,000 amino acids.Problem – how do they fold? What can be done to interrupt “bad” folding? To address this, they have brought thousand of people in to work on the problem.
- #6 They created a game and competition to learn the best way to fold proteins. In this manner, they are able to test thousands of hypotheses a month about how to best fold proteins.Journal NatureProceeding of the national academy of scienceNature Structural and Molecular Biology.Gaming has allowed the testing of thousands upon thousands of hypotheses.
- #8 Using data drawn from queries entered into Google, Microsoft and Yahoo search engines, scientists at Microsoft, Stanford and Columbia University have for the first time been able to detect evidence of unreported prescription drug side effects before they were found by the Food and Drug Administration’s warning system. Using automated software tools to examine queries by six million Internet users taken from Web search logs in 2010, the researchers looked for searches relating to an antidepressant, paroxetine, and a cholesterol lowering drug, pravastatin. They were able to find evidence that the combination of the two drugs caused high blood sugar. The study, which was reported in the Journal of the American Medical Informatics Association on Wednesday, is based on data-mining techniques similar to those employed by services like Google Flu Trends, which has been used to give early warning of the prevalence of the sickness to the public. Developed and tested hypothesis almost simultaneously.
- #9 Gregg – Talk about how each of these are changing
- #10 How do we see this change playing out in the marketplace?
- #11 How do we see this change playing out in the marketplace?