Market research attempts to generate an understanding of, and knowledge about a marketplace and the consumer opinions, attitudes and behaviours within it, by systematically collecting information from specific samples of individuals. 

Market Research (MR) is generally commissioned by pharmaceutical companies to be conducted by specialist independent MR agencies. 

Market research is used within the Guidelines as an ‘umbrella’ term that describes work meeting the definition below. 

Market research, whatever it is called, whoever commissions it and whatever approach is used, has four key characteristics:

1. Its purpose is to gain insight or support decision making by generating understanding and knowledge.
2. It involves the systematic collection, analysis, interpretation and use of information about individuals, organisations or marketplaces using the information gathering and analytical methods and techniques of the applied social, behavioural and data sciences, statistical principles and theory. Information (data) is obtained from specific samples and the findings extrapolated to the population as a whole. MR is scientifically conducted. 
3. MR has no interest in the individual identity of respondents; respondents have to be offered confidentiality and anonymity even if we then ask them to waive it e.g. so that we can view non-anonymised fieldwork.
4. It does not result in direct action relating to individuals or organisations participating in it (except following up adverse events when permitted). MR is not a commercial communication or a selling opportunity. 

We use market research as an umbrella term and it includes ‘marketing’ research.Traditionally marketing research has been understood to cover customers, products, competitors, channels and suppliers, whereas market research is narrower focusing on investigating markets. We do not draw this distinction. In addition, with the broadening of MR options over the years in terms of new methods (e.g. digital listening, behavioural economics, usability testing, ethnographic work, co-creation), new mediums (e.g. mobile devices) and new data sources (e.g. social media), it is important to be clear that the BHBIA’s Guidelines apply to both traditional and the newer or non-traditional options.

MR is defined by its objective(s) and approach, not its title or those commissioning it. So a series of interviews undertaken to obtain representative anonymised feedback is probably MR, whether e.g. Corporate Affairs, Market Access, PR Competitor Intelligence or branding professionals commissioned the work, and whatever the study is known as internally. Advisory boards may or may not qualify as market research depending how they are run. An advisory board is generally a group that provides non-binding strategic advice to the management of a company (and are under contract to the company). They often provide expert advice on emerging products or developments and the advisors identities are usually known to the company. If the advisory board is recruited and operated as market research meeting the definition above, then it is market research and MR compliance requirements would apply.

You should be clear and precise in the terminology you use, when referring to market research, do not use the abbreviated term ‘research’, this could appear to imply health research rather than healthcare market research.