Schedule

Welcome and introduction to the event. 

Frameworks like Jobs-to-Be-Done (JTBD) offer deeper insight into clinical decision-making, but applying them in scalable quantitative research requires adaptation. This session presents a real-world oncology case study where qualitative JTBD insights were translated into a multi-phase research design across oncologists and related specialists, revealing how different HCPs navigate complex, multidisciplinary decisions. Presenters will share how emotional and behavioral “jobs” were converted into measurable decision steps for quantitative validation, along with key methodological trade-offs. Rather than treating JTBD as a fixed approach, this session highlights practical lessons from adapting the framework to real-world healthcare research—balancing rigor, feasibility, and respondent burden.

Attendees will learn:
- How to translate JTBD frameworks into quantifiable research across specialties
- Key trade-offs between methodological rigor and execution
- Strategies for comparing decision-making across clinical stakeholders without oversimplifying nuance

Presented by: Jacqueline Alexander, C Space & Michael Hunt, Associate Director, Market Research - Oncology, Merck

Emily Scheitlin, Associate Director, Neuroscience, Market Research, Lilly; Tomoko Shimizu-Brennan, Boston Scientific; Additional panelists TBA.

Getting real-time, large-scale customer feedback is the ask of many insights teams, but one that can be virtually impossible to achieve in highly regulated healthcare organizations. This is exactly the problem Lilly’s Insights team was asked to solve – and with a little perseverance and a strong partnership, they succeeded.
Join Jaclyn Penso, Director, LillyDirect Market Research at Eli Lilly & Company, and Robbie Gray, SVP of Account Management at TriVoca Health, to learn how they worked together to transform how Lilly gathered customer experience insights.
In this session, you will learn:
• How Lilly used failures to move them forward, and you can too
• When to leverage internal vs. external capabilities
• How a strong partnership with honest and open dialogue improves speed

This session explores how healthcare insights teams can effectively integrate conversational AI–guided research alongside traditional methods to better capture the patient voice. Drawing on a controlled study in the U.S. psoriasis market, the presentation compares a conventional online survey with an AI-powered patient interview approach across cost, speed, respondent experience, and data quality. Attendees will gain practical guidance on when each methodology is most effective, where hybrid designs add value, and how to balance insight depth with operational efficiency—leaving with clear, actionable criteria for selecting the right approach for their research needs.

Presented by: Christian Neckermann, Founder, Cogent Consulting & mama health

IA's SVP of Advocacy Howard Fienberg & Benjamin de Seingalt, Esq. will be available to discuss compliance issues surrounding AI, privacy, and healthcare research.

Individuals with Down syndrome face a high risk of Alzheimer’s disease, yet remain underrepresented in clinical trials. This session highlights how Conifer Research and NDSS used a mixed-methods, community-centered approach to uncover barriers and new opportunities to improve engagement. It emphasizes the importance of involving communities directly in research, especially on sensitive topics, to design more effective solutions. Attendees will learn practical strategies for engaging hard-to-reach populations, building trust through empathetic research design, and translating both qualitative and quantitative insights into impactful actions that better support underserved communities.

Presented by: Jen Buresh, Director, Conifer Research & Kate O'Neill, Vice President of Community Engagement, National Down Syndrome Society

When someone is diagnosed with a progressive illness like Parkinson’s disease, their journey is often shaped by fear, loss, and isolation. Many patients struggle with non-conscious emotional responses that are difficult to articulate through traditional research methods—leading to feelings of guilt and misunderstanding. What if healthcare professionals could better understand and normalize this emotional journey, helping newly diagnosed patients feel less alone? This session explores how facilitated storytelling can uncover the deeply personal and often unspoken aspects of the patient experience. Attendees will learn how to capture and code emotional journeys in a structured, actionable way, and how these insights can be applied to better support patients at the earliest stages of diagnosis.

- Presented by: Christopher Brace, Founder & CEO, Story Legacy & Jessica Krauser, Co-Founder, Changing Parkinson's

Physicians receive a lot from pharma: rep visits, emails, portals, webinars, surveys, advisory boards, “quick” screeners, and the occasional 37-minute questionnaire pretending to be 15. In this live panel, practicing physicians will pull back the exam-room curtain and share what they really want and need from pharma today, what earns their time and trust, and what they wish would quietly disappear from the engagement playbook. The discussion will explore how doctors’ expectations have shifted in the past three years, how patients’ evolving needs are changing what physicians expect from the industry, and how the feedback loop between physicians, pharma, and market research can become more relevant, respectful, and useful. From survey fatigue and respondent burden to AI, digital communities, treatment education, and the evolving role of the pharma rep, this session offers direct, practical guidance for pharma marketers, commercialization leaders, PMR professionals, PMR services partners, and ResTech companies.

Wrap up the day's sessions with a relaxed networking reception. Enjoy light refreshments and drinks as you continue conversations, make new connections, and reflect on key takeaways with peers and speakers.

Healthcare provider burnout remains a major issue, leading to turnover, poorer patient outcomes, and workforce shortages—challenges that will intensify with rising demand from aging populations. This session explores how hospital design can help address burnout, using research from over 1,200 healthcare workers in the U.S. and Canada. Findings show that amenities like outdoor spaces, food prep/storage areas, and spaces for grieving are linked to lower burnout, with outdoor spaces being the strongest factor in staff retention. The session also highlights analytical methods (e.g., regression and decomposition) to identify key drivers of wellbeing and translate survey data into actionable design insights.

Presented by: Katherine Engel, Research Strategist, Gensler Research Institute

Wrap up the day's sessions with a relaxed networking reception. Enjoy light refreshments and drinks as you continue conversations, make new connections, and reflect on key takeaways with peers and speakers.