📊 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