The research world is buzzing with AI. Everywhere you look, new tools promise faster, deeper, cheaper insights. But if you peel back the marketing gloss, a more nuanced question emerges: Where does AI genuinely help—and where does it fall short?

Post-market clinical follow-up (PMCF) surveys have become a significant topic in the industry, offering a cost-effective solution for PMCF data collection. However, their effective implementation can be challenging. In this article, the PMCF experts at Purdie Pascoe focus on high-quality, case/patient-specific PMCF surveys that provide Level 4 data.

Post-market clinical follow-up (PMCF) surveys have become a significant topic in the industry, offering a cost-effective solution for PMCF data collection. However, their effective implementation can be challenging. In this article, the PMCF experts at Purdie Pascoe focus on high-quality, case/patient-specific PMCF surveys that provide Level 4 data.

So, we now have our key brand metrics and understand which channels are preferred by our customers. But how do we turn this information into an action plan?

In brand equity research, stated importance is often used as the key measure of importance. Survey questions ask respondents to rank or rate attributes, providing researchers with direct, explicit data. While this approach provides a simple and cost-effective measure of importance, it suffers from inherent limitations.