Purchasing decisions
Customer-centricity, emotional motivators and the experience economy.
All programmes
Insight Hunting (Pharmaceutical Sector)
From physician and patient cues to winning insights, at brick, regional and national level.
- Duration
- 2 days
- Group
- 12–16 participants
- Format
- In person, tailored to your organisation
- Category
- Pharmaceutical Sector
The programme adapts to the pharmaceutical sector the practice of collecting cues systematically from a customer-centred perspective and moving from cues to genuine insights in five steps. Using emotional motivators, the experience economy and seven core metaphor-emotion-drive patterns, participants build insight discovery practice at individual brick, regional and national level. On request, an AI-supported insight discovery tool (Customer Insight Generator) can also be set up.
Who it is for
- All pharmaceutical professionals who deal with customers
What it develops
- The Cue Collection Methodology and insight discovery in 5 steps
- Emotional motivators, the experience economy, 7 core metaphors, emotions and drives
- Insight discovery practice at individual brick, regional and national level
- Optional: setting up an AI insight discovery tool (Customer Insight Generator)
Programme content
Insights and cues
What insights and cues are, and what makes an insight a winning one.
7 metaphors, emotions and drives
Seven core metaphors, emotions and drives that explain buying behaviour.
Cue Collection Methodology
Collecting cues systematically and reading micro and macro expressions.
Insight discovery in 5 steps
Moving from cue to insight and building an Insight Discovery Map.
Brick, regional and national practice
Building insight discovery practice at individual brick, regional and national level.
AI tool (optional)
Setting up the Customer Insight Generator insight discovery tool.
Planning a programme?
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