📊 Strategic Market Research — Respiratory & Immunology
🎯Mission: Identify unmet needs and deliver actionable insights to guide the marketing strategy of a respiratory drug portfolio.
Context
Working within the Respiratory & Immunology Business Unit at AstraZeneca, the goal was to support strategic brand planning through robust market understanding — from patients to prescribers.
My Role
Research Strategy · Project Management · Insight Analysis · Stakeholder Communication
Scope & Methods
- Qualitative studies with patients and healthcare professionals (in-depth interviews, focus groups)
- Quantitative surveys across multiple markets
- Collaboration with external research agencies to ensure methodological quality and regulatory compliance
- Created the briefs, recruited profiles, and co-designed the questionnaires
- Synthesized results into actionable insights and slide decks for internal use
Untitled
Impact
- Shaped the marketing strategic plan based on identified unmet needs and emotional/clinical barriers