As biopharma companies increasingly seek to conduct marketing research studies in new and emerging markets they face the dilemma of providing the most reliable and regionally applicable analysis for their brands given current budgetary constraints. In the light of this dilemma, we have developed a model that is set to aid market researchers and their brand teams in two key tasks: (1) choosing a surrogate market for research and (2) making brand decisions based on a better and contextually reliable analysis of a given market. For this poster presentation we use MSM to show a strategy for approaching marketing research and analysis in Asia. Specifically, we demonstrate (1) reasoning for choice of one country over another in the region and (2) strategies for analyzing the market research data gathered in those countries.

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