Market Research is often used to test promotional or educational material, wording/phraseology, product profiles and devices. Respondents’ reactions to these provide valuable insights.

• Market research must never be promotional – all materials must make it clear that what the respondent sees is for research purposes only
• Sample size and composition must be in proportion and relevant to the research – not over sampling a population         

• Testing of sales materials is permitted, and representatives can be involved in sales aid testing (i.e. to conduct a mock detail), as long as certain conditions are met, as specified in the Guidelines (but we strongly advise that representatives are not used to gather MR information).
• You must not carry out any activities, under the guise of MR which aim to manipulate, mislead or coerce individuals.
• Disguised promotion could include unnecessary repetition of key words or phrases, including brand names, hidden selling tactics such as over emphasis on product claims, leading questions. Look for interviewer instructions or script regarding materials to be shared with respondents
• Testing of sales materials using representatives should be suitably structured
• When testing devices suitable precautions should be in place and full consultation with medical and legal/regulatory departments is advised.

The Process

Typically, a company representative, or another member of staff, conducts a mock detail (sales visit to a doctor) using draft materials. The researcher, then interviews the doctor. You should ensure that everyone involved understands that this is a mock detail, staged purely for MR purposes and that the information presented may not be in its final form. You’re allowed to ‘close the sale’ in the mock detail, but this doesn’t constitute any kind of commitment. We recommend that you ask the respondent to sign that they’re aware of these facts

Use of brand names – market research materials must:

• avoid brand names as much as possible. Using them unnecessarily or repeatedly could make your MR look like promotion
• not use the brand name of an unlicensed product (unless it’s being tested alongside a range of options)
• treat generic names with the same caution as brand names if they could identify an individual medicine
• not over-emphasise claims or product messages
• avoid unnecessary, repeated use of the brand name