Did the Rules of Pharma Market Research Change Overnight?

Published: 23 July 2026 

The Future of Healthcare Market Research

Author(s): Damian Eade & Sam Chapman

To find out, Lumanity conducted two waves of qualitative research: a 2025 baseline of 25 interviews across 18 companies, and a 2026 follow-up of 27 interviews across 17 companies — spanning insight leads, business intelligence directors, and procurement professionals in global roles across the US and Europe. What we found goes beyond shifting opinions. These are behavioural changes with real implications for how pharma will source, value, and use market research over the next three to five years.

Read the full report to understand what’s driving the change — and what it means for the decisions you’re making right now.