In the first article in our Barriers and Biases in Pharma Research series, we looked at the role of cognitive biases and heuristics in simplifying complex choices to produce imperfect but ‘good enough’ decision–making. We might think there are times when ‘good enough’...

Why is this approach to economic analysis, which applies psychological insights from individual behaviour, sustaining its relevance?

Did you attend Reuters Pharma Europe 2021 which took place virtually on 11 – 22 October? Our team did and they captured some interesting takeaways on the hottest themes and key case studies.

How ego states can make or break research Are you aware of the different ego states and how these can affect research? If not, then this article will be a useful guide! When we communicate with each other, in terms of what we say and how we act, we all occupy certain...

We know there is an inconsistency between what people say and how they actually behave. To better understand the disconnect, we regularly integrate the lens of behavioral economics (BE) across our projects to illuminate latent drivers of decision-making often in complex contexts.

COVID-19 has transformed the way that physicians are interacting with patients. We recently interviewed Carly Brown the Co-founder and CEO of the patient fieldwork agency Liberating Research. Alongside having a wealth of experience from interacting with patients and...