Marketing researchers spread thin, data show

Data indicate a noticeable step-up in the workload for market research pros based at pharmaceutical firms.
The primary research spend managed per full-time employee (FTE) increased significantly over the last five years from roughly $849,000 in 2006 to nearly $1.4 million in 2010, figures from TGaS Advisors show. Data were presented at the Pharmaceutical Marketing Research Group Annual National Conference in March.
TGaS does not have a generally accepted opinion about the right workload. Heavier workloads were more a factor of manufacturers thinning out their ranks than shrinking MR budgets. “Brand managers' demand for research hasn't really changed—the same issues have to be tracked,” explained TGaS's John Kain, VP, management advisor. “Our hypothesis is that budgets are tightened and headcount is shrunk or allowed to attrition accordingly—and then brand teams come up with funds for necessary research.”
TGaS derives the metric by dividing the total external market research spend per year by the number of FTEs managing those research projects. Calculations were derived from 8-11 benchmarks per year, Kain said.
You must be a registered member of MMM to post a comment.
close

Next Article in Features

Email Newsletters


As US pharma continued its quest for a Grand Prix at the Lions Health international festival of creativity, MM&M went on location to Cannes, France. Missed our coverage from June? Now, we're giving you an opportunity to catch up on some of what you missed. Download our e-book on the two-day festival, recapping the event, rounding up the best of the speakers, offering perspective and listing all of the winners. Click here to download.


The most recent MM&M Skill Sets Live event surveyed a range of issues relating to one of the hottest promotional spaces in healthcare. Speakers and panelists at the morning-long session, including promotional- and multichannel-minded executives from GSK, Epocrates, Treato and Montefiore Medical Center, weighed in on topics designed to help marketers demystify the challenges associated with non-personal promotion. Click here.