Pharma, biopharma, biotech tracking

Objectives

• Track brand perception across pharma, biopharma, biotech, and related research organisations
• Gather insight from specialist scientific, technical, and clinical decision-makers
• Maintain consistent tracking across multiple waves and international markets
• Build a robust evidence base for understanding change over time across complex healthcare audiences

Methodology

This was a biannual online tracking study conducted over 8 waves across 4 years. Interviews lasted approximately 25 minutes and were carried out with carefully targeted respondents across multiple organisation types and markets. RONIN managed the programme through a structured online methodology designed to support consistency across waves while capturing detailed feedback from highly specialist audiences.

The study included respondents from biopharma, pharma, biotech, CMO/CDMO organisations, and research institutes. Target participants included Process Development Directors, Bioengineers, Scientists, Senior Scientists, Lab Managers, Principal Investigators, Biomanufacturing Managers or Directors, and Clinical Development staff.

Challenge

The programme required maintaining a complex quota structure by both organisation type and market, while engaging highly specialised respondents across scientific and clinical functions. Ensuring consistent quality over multiple waves also required strong audience management and a reliable long-term recruitment strategy.

How RONIN approached it

RONIN began by conducting detailed desk research to build organisation lists by market and organisation type, creating a strong foundation for targeted recruitment. After each wave, participants were added back into RONIN Edge, helping strengthen the long-term audience pool and support future wave delivery. This approach improved continuity across the study and supported more efficient tracking over time.

Results

The study provided the client with a structured and ongoing view of brand perception across a complex healthcare and life sciences landscape. By combining multi-wave tracking, targeted recruitment, and systematic audience building, RONIN delivered a consistent dataset that supported long-term analysis across specialist global markets.