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Forecasting and Data Analytics: Powering market research – bringing secondary and primary data together for greater insights

June 25, 2020 @ 3:00 pm 3:40 pm

Speakers: Tom Haslam and Magali Pullino, IQVIA

Convenor: Rachel Medcalf, Adelphi Research

This webinar will demonstrate the value of combining secondary data and primary market research, how to do this successfully, where the pitfalls might be, and where the future might take us.

Both primary and secondary data have their strengths and limitations but are most powerful and deliver greatest insight when used synergistically. This is especially relevant given how COVID-19 has made some aspects of PMR more challenging, with some respondents reluctant to participate and the number of patient consultations falling. BI professionals can upskill in real world data analytics to provide a holistic interpretation of qualitative and quantitative viewpoints.

There will be an opportunity for discussion at the end of the webinar using the Breakout Rooms function within Zoom – allowing you to interact with colleagues and our speaker.

This is a member only event and is free to attend for members.

Tom Haslam

Tom Haslam


Tom is a Principal in IQVIA’s EMEA Commercial Effectiveness CoE. Core responsibilities include support for advanced analytics, business development and providing strategic guidance for a range of projects across multiple therapy areas. He has over 10 years of experience in pharmaceutical consulting within many European and Asian markets.

Tom hold an MA in Natural Sciences from the University of Cambridge.

Magali Pullino

Magali Pullino


Magali leads IQVIA’s UK-based Primary Intelligence team; a team of Consultants who specialise in the design and management of global primary market research engagements (quantitative and qualitative research with a focus on quantitative market research in brand performance tracking). With over 10 years consulting experience at IQVIA, first as part of IMSCG and more recently in Primary Intelligence.

Magali holds a BSc Economics from Universite de la Mediterranee (France) and an MBA International Management from ESCEM (France).