Hazel Haskayne has joined Purdie Pascoe’s UK-based primary market research division as Director.

With over 25 years of experience in healthcare market research, Hazel has led strategic, consultative projects for clients across the globe. She has held senior positions at Oracle Health & Life Sciences, Kantar (Health, Insights, Retail & Shopper and Technology), TNS and Engage Research. Throughout her career, Hazel has supported numerous Pharmaceutical and MedTech companies in achieving commercial growth and provided valuable insights and recommendations across the life sciences sector.

Hazel is a seasoned qualitative practitioner, adept at blending insights from various methodologies, including quantitative and secondary research, to translate human behaviour into actionable growth strategies. She has extensive experience across multiple therapy areas, including deep expertise in oncology and rare diseases. Hazel has also designed and facilitated a variety of workshops, from ideation and positioning to activation.

In her pivotal role at Purdie Pascoe, Hazel will collaborate closely with the global primary market research teams to nurture existing client partnerships and enhance Purdie Pascoe’s pharma services and recognition within the market.

Stephen Potts, Director at Purdie Pascoe, commented, “I am delighted to welcome Hazel to the team. She is a market research expert with significant experience in the industry and brings a wealth of knowledge to the business. I look forward to collaborating with Hazel to strengthen our pharma market research offerings and deliver the best possible insights for our valued clients.”