Spotlight on Healthcare Market Research
Interview with Guy Pascoe:
Co-founder of Purdie Pascoe
An introduction to Guy
Guy, tell us a bit about yourself?
I began my career as a Management Consultant and later transitioned into the telecoms industry for a few years. Like many in our wonderful industry, I ‘fell into’ market research while assisting a friend for what was meant to be just a couple of weeks! In 2005, I met Marianne, and together we founded Purdie Pascoe in 2008.
When you aren’t conducting the finest market research, what do you enjoy doing?
I’m an enthusiastic but erratic golfer, and have a peculiar addiction to long-distance running, whenever my creaky joints allow. My loyal springer spaniel, Coco, accompanies me in both activities. I’m also an Arsenal season ticket holder, and love going to matches with my children.
If you could have one superpower, what would it be, and why?
Time travel, to create more hours in the day!
Guy’s Perspective - Deep Dive
Can you tell us more about the work Purdie Pascoe delivers?
We offer two services: primary market research, and post-market clinical follow-up (PMCF) support. Our primary research is evenly split between qualitative and quantitative work, and covers all parts of the product life cycle, from early-stage product development through to launch and beyond. Our PMCF work ensures our clients’ products are safe.
In your opinion, why is healthcare market research so important?
Hmm, how long have I got! There are many reasons of course, but as my career has focused more specifically on the MedTech industry, I have observed that R&D often focuses on developing new product features because they can be done, rather than real demand. Market research, when done properly can guide new product investments towards areas of genuine need, benefiting patients, healthcare professionals, and our clients.
You have been in the industry for over 20 years, how has the industry evolved?
To some extent I’d say plus ça change, plus c'est la même chose – the tools may change, but the fundamentals of what constitutes good research remain the same. However, there is a greater understanding that if we don’t convey and present our research in a creative and powerful way it just won’t have the impact it deserves. In the age of tl;dr (and I’m as guilty as anyone at that), we need to tell a better story in a more concise way.
What do you see as the biggest challenges facing the industry right now?
Artificial Intelligence (AI) offers tremendous opportunities for us to streamline and improve a lot of the work we do. The challenge lies in striking the balance between leveraging the benefits whilst not compromising on quality and integrity.
How is Purdie Pascoe addressing these challenges?
We have a dedicated Innovations team, headed by the brilliant Paolo Gambetti, who, with the support of several of our executives, is evaluating a wide range of new products and services in this constantly evolving landscape. They collaborate closely with our compliance team, led by our fantastic Operations Director, Lindsey Cotterill, to ensure that both our clients’ and our own data remain 100% secure.
How can businesses stay ahead of the curve in market research?
I’m not sure that aiming to stay ahead of the curve is realistic or even a desirable place to aim for right now! The pace of change is both exhilarating and daunting. We’re concentrating on trialling and adopting new tools while keeping a steadfast focus on our core skills. I suppose that puts us right on the curve.
What most excites you about the work you do?
Two external factors and one internal. I love hearing clients say they frequently refer back to our reports, and it’s incredibly satisfying to see our work contribute to the launch of new and improved products that truly benefit patients. However, perhaps the most rewarding aspect is watching the talented individuals I work with grow into increasingly confident and skilled researchers.
What makes Purdie Pascoe unique as a business?
Fostering a supportive and collaborative culture was easy when we were just a handful of people working closely together. As we’ve expanded from a team of 8 in London to 45 employees across the UK, Europe, and North America, the challenge has been maintaining that unique boutique agency feel and exceptional company culture. I’m incredibly proud that we’ve managed to do just that throughout our growth journey.
How is Purdie Pascoe committing to ESG?
When we began the B Corp certification process in 2023, we realised there was a lot to be done. This included measuring our carbon footprint, making our first carbon offset payment, creating an employee handbook, and implementing an annual staff engagement survey. We achieved B Corp status earlier this year, but we’re not stopping there, watch this space!
What advice do you have for newcomers to the market research field?
Find an agency that will allow you to spread your wings, rather than confining you in a box! It’s so important for newcomers to the industry to be given opportunities to learn, grow and experience variety in the field. This is exactly what Purdie Pascoe delivers within our culture, our people make our business.