By Kate Hammeke, VP of Market Research, Industry Standard Research (ISR)
Industry Standard Research (ISR) regularly partners with The Rational Heart (TRH), a research organization focused on understanding how customers and prospects actually feel about their brand. ISR conducts this type of study for our clinical research and contract manufacturing clients to help them better understand perceptions of their brand and the role emotions play in the buyer’s journey. TRH uses a combination of behavioral economics, psycho-evolutionary theory, and Bayesian statistics to assess emotional responses to various stimuli. The test stimulus could be an industry, a company, a brand or sub-brand within a company, a product or service offering, or a potential new product under consideration. In order to provide necessary context for these clients’ emotional positionings, we have also asked drug innovators how they feel about their industries in general.