We help you understand the dynamics of the market and categories you operate in — who the key stakeholders are, what consumers need, and how they perceive brands, products, and services. We analyze category size and potential, consumption structure, key choice drivers, and trends influencing the behavior of patients, physicians and other relevant stakeholders. Based on representative data, we support strategic decision-making and identification of growth opportunities.

We explore patient and customer experiences to understand their needs, expectations and key moments during interactions with healthcare products and services. Our PX research includes mapping the experience journey, identifying satisfaction and pain points and analyzing emotional and rational drivers of loyalty. With extensive experience managing online communities of patients and healthcare professionals, we provide deeper insights into real experiences and enable continuous dialogue with target audiences.

We support you at every stage of new product or service development — from idea to launch. We conduct concept, name, packaging, and price positioning tests to ensure every element of your offering aligns with real user needs and expectations. Our experience in managing online communities enhances this stage, enabling rapid iteration, multi-variant testing and co-creation with end users.

SmartUp’s syndicated study tracks pharmacists’ preferences for recommending products across selected OTC categories and their perception of pharma-company promotional activities in pharmacies. So far, three waves of fieldwork have been successfully completed: October/November 2024, May 2025, and November 2025.

Segmentation studies help you identify and understand distinct groups of users, patients, or healthcare professionals — their needs, motivations, and behavioral patterns. By combining quantitative and qualitative data, we define clear market segments and enable more effective targeting, messaging and portfolio development for each group.

We identify and analyze key stakeholders; healthcare professionals, representatives, and patient advocacy leaders who shape opinions and decisions across the healthcare ecosystem. We gain insight into their needs, motivations, and attitudes, as well as how they communicate and share information with peers, patients, and the public. These insights inform targeted engagement and collaboration strategies with key opinion leaders.

Through category management and decision tree analysis, we help you understand how patients, pharmacists and physicians make decisions within a given category. We analyze their decision criteria, perceived substitutability and hierarchy of choices when selecting a product or therapy. Results guide portfolio structuring, product positioning and messaging aligned with user decision logic.

We assess sales team performance to identify strengths, development opportunities and optimal strategies for engagement with physicians and other stakeholders. Our research evaluates perceptions of sales representatives, communication satisfaction, message quality and the impact of activities on business outcomes — helping increase efficiency and strengthen client relationships.

We evaluate the effectiveness of healthcare communication - from TV and digital ads to promotional materials and patient or physician-facing messages. We measure comprehension, relevance and emotional resonance, identifying what drives engagement and trust. Insights support optimization of campaigns and investment in high-impact channels.

We transform your existing databases into actionable insights. In healthcare, this includes identifying patterns in prescriptions, consumption, patient adherence and promotional effectiveness. By integrating internal and research data, we help you better understand key segment behaviors and optimize communication and sales strategies.

Our willingness-to-pay studies help you understand how patients or healthcare professionals value specific solutions, therapies, or services. Using methods such as Price Sensitivity Meter (PSM), Gabor-Granger and conjoint analysis, we define acceptable price ranges and identify optimal positioning versus competition and market expectations.

We evaluate marketing and educational healthcare events to understand their impact on brand perception. Beyond satisfaction metrics, we explore participant motivations and identify elements that most contribute to event effectiveness and ROI.

It appears that an increasing number of employers are turning to research and initiatives related to Employer Branding to attract high-quality talent and ensure healthy company growth. SmartUp designs research projects tailored to the specific needs of each client, offering fully customized content rather than standardized frameworks. Our experience shows that results obtained this way align closely with client expectations and their satisfaction, while the unique challenges they present drive our creativity and push us to go a step further. Workshops with employees, individual interviews and custom-designed questionnaires are just some of the approaches we use to achieve objectives and support clients in the long-term development of their Employer Branding strategy.

We help you understand market and category dynamics before and after product launch. We analyze category size, consumption structure, purchase drivers, as well as brand and product perception. Insights enable optimization of positioning, distribution and communication, as well as ongoing performance tracking throughout the product life cycle.

We help you understand consumer experience across all touchpoints; from in-store to online. Our CX research covers every interaction with the brand, measuring satisfaction, ease of purchase and emotional connection. We use methods such as diary-based online communities, mystery shopping, online surveys and in-depth interviews to map real experiences and identify improvement opportunities along the customer journey.

We support development of new products and solutions; from concept, name and packaging to app testing and pricing. By combining qualitative and quantitative techniques (focus groups, IDIs, online testing, and quantitative validation) we assess perception, usability and appeal before market launch, helping optimize offerings and maximize success on the shelf.

We continuously monitor market performance and assess the impact of marketing activities over time. Using tailored indicators (Preference Index, Brand Health Tracking), we measure shifts in consumer perception, attitudes, and behavior to ensure consistent tracking of brand and category performance.

We explore how much consumers are willing to pay for products or services and how they react to price changes under various market scenarios. Price sensitivity analysis uncovers optimal price points, acceptance thresholds and potential risk of attrition — informing more effective pricing strategies and maximizing profitability.

Segmentation studies help identify distinct consumer groups based on behavior, values and needs. We define key segments to inform assortment optimization, communication adaptation and promotional strategies - driving relevance and loyalty within each target group.

We evaluate the effectiveness of marketing messages, promotional materials and channels to understand what resonates with consumers and influences purchase decisions. Research includes ad, POS and digital campaign testing, measuring perception, relevance, and brand or sales impact — supporting communication and media optimization.

We help identify and understand influential players in the decision-making chain — from sales staff and retailers to opinion leaders and advocates. Our studies reveal how their perceptions and motivations affect consumer choices and brand success at the point of sale. Insights support more effective engagement and motivation strategies for key influencers.

We map consumer decision structures within retail categories, defining decision trees, product-finding logic and subcategory roles. Insights guide category organization, planograms and assortment strategies to increase on-shelf efficiency.

We analyze client data to uncover behavioral patterns and customer value across segments. We help identify purchase frequency, preferred categories and response to promotions, revealing loyalty and value growth opportunities. Using data segmentation, we provide actionable recommendations for more targeted and effective marketing.

We assess the effectiveness of marketing and sales events, measuring their impact on brand perception, visitor engagement and commercial results. Research includes participant motivation, satisfaction and identification of factors driving effectiveness and return on investment.