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The power of insight-led approaches

by Matt Digby


Everyone wants to do ‘insight-led’ work. But ‘insight’ gets thrown into every presentation, award entry or white paper, often this work is ‘data-led’. And that’s ok. Sometimes work needs evidence, others it needs a real insight – a shift in how we view the world.


This is a time of huge change for everyone operating in the health and social care landscape and over the last six months we’ve seen a noticeable increase in briefs and challenges that require a comprehensive research and insights approach. Whether that is to provide a depth of understanding and communications that cut through, give a renewed focus to teams or create a body of evidence to support communications. So much so that Research and Insights now makes up over a quarter of our business.


Our team of analysts, researchers and strategists have been busy over the last six months working across a number of projects illustrating the importance of rigour, new perspectives and true insight to our client’s work.

  1. Working with a patient advocacy group and pharmaceutical company to survey and interview over 10% of their specified cohort in the UK to truly understand the barriers and facilitators to more effective shared decision making with their care team

  2. Conducting a systematic literature review for a Global Top 15 pharma company that will inform their corporate positioning and communications over the next 10 years as the health landscape and their business model changes

  3. Supporting one of the world’s largest consumer health companies to create a robust mixed methods evidence base of 1000+ consumers and 300+ pharmacists across European markets to model the socioeconomic impact of policy change

A data-led approach is critical. It allows you to analyse behaviour, demonstrate impact and design experiences around the audience. But to really achieve change as the landscape gets more complex and the lines more blurred, true insights drive strategic decision making and bring communications into focus.


To learn more about our research capabilities, click here or get in touch at contact@zpb-associates.com


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