Data Collection, Analysis and Communication Master Class Part 1: Questionnaire considerations, from basic to conjoint


Friday, 03 March 2023 at 13:00 UK (14:00 CET)

Register here

Okke has created many business solutions, set up centers of excellence around the globe and trained many researchers and clients on advanced analytical techniques. He is a client facing statistician as he believes that direct work with client is the best way to fully understand and advise on research and analytics. He has been always fascinated in the process of gathering in-depth understanding of human thinking in relation to questionnaire content improvements for various measurements. Previously he was a chief research officer at Synovate, Ipsos and PSL group. He holds a master’s degree in Psychological Methods and Techniques of Research (University of Amsterdam).

Questionnaire design needs an expert skill set. There are many issues to consider, like for instance defining variables, how to ask them, how to measure them and where to place them. We’re also concerned about the technical aspects as can be seen in choosing response scales and which variables are needed for multivariate methods. A high degree of technical knowledge is absolutely essential to ensure we can answer any given research questions.

Subsequent statistical data analysis can encompass anything from straightforward analyses to very complex models. We mustn’t forget though, that our data comes from human beings who, we assume, understand the questions in the same way we did when we developed the questionnaire. Answering a questionnaire remains a psychological experience with potential pitfalls and therefore every question needs to be carefully created/reviewed with the respondent in mind.

In this forum we’ll look at questionnaire creation through the lens of the respondent. Questions, question flow, response scales, advanced analytics, etc. Fine-tuning these aspects can greatly elevate the overall quality of insights. After all, where do we place the dependent variable? Before or after the independent attributes?

This talk is for junior and experienced individuals who are involved in creating or reviewing quantitative surveys and who want to benefit from an expert with over 25 years of experience in this area.

Both member and non-member companies can attend.

Any questions just get in touch –

The groupH Team

Prof. Paul Goodwin presenting at ephmra’s Forecasting Forum November 11th, 2022

ephmra is delighted to host Professor Paul Goodwin Emeritus Professor and renowned speaker in Forecasting and Decision Analysis, on November 11th at 1:00 UK pm at the ephmra Forecasting Forum. Prof. Goodwin will introduce the topic of Possibility Theory/Fuzzy Forecasting to the ephmra audience for discussion. Chair of the event @Erik Holzinger/groupH
To join, please follow the link:

Invitation for an open discussion on Forecasting Best Practices Across Product Stages

Join our discussion on Forecasting Best Practices Across Product Stages hosted by the NPP Community on Wednesday, November 2nd 2022, at 15.00 CET.

Unique opportunity to meet and talk to @Erik Holzinger/groupH and @Morris Paterson/Genentech.

To join the event please follow:




Meet us in Leipzig, Germany at BIO-Europe: 24 – 26 October 2022

groupH’s director, Erik Holzinger, will be attending BIO-Europe – starting by joining BiotechBikers event and Sunday’s Networking Reception.

If you wish to discuss partnering or business opportunities in early to mid-stage commercial decision-making and product development, please email or use the event’s partneringOne platform to arrange a meeting.

We look forward to meeting with you.

EphMRA Forecasting Forum – A Discussion with Richard Murgatroyd from Roche

A new series of Forecasting Forums are planned for 2021. This year we would like to extend the offer of the forum particularly to more junior, aspiring colleagues in forecasting and commercial decision making.

We aim to shed light on:

  • What makes people in different roles tick?
  • What does a typical week in a certain role look like?
  • What is the difference between working in industry, market research or consulting agency or in biotech or BizDev?

On 7th May at 13.00 GMT (14.00 CET) we are very pleased to welcome Richard Murgatroyd from Roche with whom we will spend 60 minutes exploring his latest role in Supply Chain Forecasting, but also learnings from past roles and activities. There will be ample time for any potential questions too.

Here is a short bio from Richard:

Richard started his pharmaceutical industry career in research in 1984 at the Wellcome Foundation, in a group attempting to find new treatments for tropical parasitic diseases. After a stint in the global Planning and Systems department, working among other things on forecasts using APL and with relational databases on IBM mainframe system, he moved into a market research agency.  In 1992 he joined SmithKline Beecham Pharmaceuticals, initially as an analyst in worldwide market research and then worldwide product manager for new neuroscience products. Before joining Roche in 2002, as Forecast Manager in the Global Marketing function, Richard was a consultant at the Mattson Jack Group, specialising in forecast modelling and carrying out a number of projects for pharmaceutical industry clients. Richard changed tack in 2014, moving into the Roche global supply chain organisation, where he is now Systems and Innovation expert in the Network Strategy group, concerned with volume demand planning as well as implementing and supporting a global planning system. Richard graduated with an honours degree in biochemistry from the University of Bath in 1983. In his personal life Richard enjoys analogue photography and loves riding large capacity (European) motorcycles.


If this is of interest please contact us so that we can provide connection details

The Human Side of Forecasting – Avoiding pitfalls facing Business Review Committees

The role of the forecaster extends beyond the modelling and the numbers, and all too often you may find yourself presenting cross-departmentally to your organisational equivalent of a Business Review Committee, for example, or to another organisation. This may not be an ad-hoc event, but many months of bringing all the pieces together may lead up to this day, when your work is being scrutinized from many different perspectives.

In our November forum we will explore potential pitfalls, and how to increase the chances of success during those meetings. We are delighted to introduce Florent Edouard, now Global Head of Commercial Excellence at Grünenthal, who will introduce the topic and share some of his experiences from working in senior commercial roles at AstraZeneca and at Grünenthal with us.

‘The Human Side of Forecasting’ Avoiding pitfalls facing Business Review Committees – Presenting the Committee Perspective

  • Who typically are the Committee members?
  • What are Committee members looking for?
  • What is the context of the Forecast?
  • Why is it needed?
  • What resonates?
  • Factors behind unsuccessful reviews: Those under our control and those that are not.
  • Q&A / Discussion

If this is of interest please contact us so that we can provide connection details for you to join us on 13 November, 2020

Post CoVID-19: a new normal for carbon emissions in Pharma Market Research?

During the CoVID lockdown, have you thought to yourself: wow, our industry’s carbon emissions must have gone down dramatically? Would you be curious to find out by just how much? Erik Holzinger will be chairing a webinar by Bors Hulesch, of Brains & Cheek, looking at this very issue.

Tuesday 6th October – 15.00 – 15.40 UK time – Post CoVID-19: a new normal for carbon emissions in Pharma Market Research?

The sustainability team at Brains & Cheek, an EphMRA agency member, was conducting a carbon audit of the pharma market research industry, just before the lockdown kicked in. Now they are in the process of collecting the same data for the lockdown period, so that they can compare the two data sets. As part of this talk, you will also be treated to some modelling scenarios: what would it look like if we returned to business as usual, and what if there were a second wave of Coronavirus. At the end of the talk, you will be invited to share your views on how the pharma market research industry should move forward on carbon emissions, based on the data presented.

If you are involved in business sustainability or corporate social responsibility (or just concerned for the future of our planet!), this talk should be of interest, so please join us.

This webinar is free to attend, but only available to EphMRA members. Click here to register

Please register at least 30 minutes in advance in order to receive approval and join.

Forecasting & Data Analytics – highly informative webinars to help you during and beyond COVID-19

Forecasting is increasingly challenging in our new world and as part of the EphMRA conference this year, Erik Holzinger will be co-chairing two webinars discussing different aspects of forecasting and data analytics.  These webinars will help you during these uncertain times, and there are some outstanding speakers who will share their expertise, so please join us.

Tuesday 23rd June – 09.00 UK time – China Forecasting – Primary Market Research in China, Market Access and Overcoming Other Challenges in Forecasting

Richard Goosey and Julia Liu from Kantar Health and will provide an insight into the following:

  1. An overview of the regulation changes in China
  2. How the evolution of policies in recent years are mainly to control cost
  3. How regulatory trends on market access have predominantly a positive impact on patients access to medication
  4. The impact of COVID-19
  5. What does the future look like
  6. How do these regulations impact pharma sales

Tuesday 23rd June – 09.40 UK time – How AI is (not) changing demand planning

Sven Crone, Lecturer at Lancaster University Management School, will share his expertise in Artificial Intelligence and Machine Learning (AI/ML), focusing on its limitations in planning.

AI/ML reign high on the Gartner hype cycle, promising new business models, and capturing the imagination of many Pharma executives well outside the digital industries of Facebook, Google and Uber. However, despite dozens of Proof-of-Concept studies in demand planning, AI/ML is struggling to prove significant increases in planning accuracy. One limiting factor, we will argue, is that the underlying data is fundamentally different. After a very brief introduction into AI/ML we will explore the fundamental difference in data between image/voice/video recognition and typical pharmaceutical demand planning, where we data size and data labels are often very sparse. As this limits the benefit of the AI/ML algorithms of Google & co, we will show a case study where we have enhanced datasets in demand panning and thus showed promise in using AI/ML for Janssen (a Johnson & Johnson company).


These webinars are free to attend, but only available to EphMRA members. Click here to register

Please register at least 30 minutes in advance in order to receive approval and join these webinars.


New Directions in Forecasting – Half-Day Event in Ingelheim: 11 October, 2019

In the series of our monthly online TC Forecasting Forums, here is our first face-to-face half-day event in Ingelheim on 11th October.

Please join us to discuss Excellence in Commercial Decision Making.

For full details of the agenda please click here





New Directions in Forecasting – Roundtable at EphMRA 2019 in Warsaw, 26 June

Following the success of the inaugural session in Basel last year, Erik Holzinger (groupH) will once again be hosting a round-table discussion during this year’s annual EphMRA 2019 Conference in Warsaw.  The purpose is to open up a number of key topics to a wider audience, share views and develop a consensus as to which approach suits which business situation and leads to the best possible outcomes.

This year’s topics include:

  1. US Long Term Outlook on Rx Spending
  2. US Pricing Gross – Net
  3. Rx Patient Share – EphMRA Meta-Analysis Project Draft
  4. Forecasting Clinic – Ask your peers at the Round table!

This hour-long round table will discuss the long-term prospects and risks affecting the Rx market of the country that most impacts EU Pharma prosperity: the US. Briefing materials will illustrate the widening gap between gross and net pricing in the US and discuss the associated challenges for forecasters to remain ‘conservative’. The meeting will also discuss the current draft-outline of the EphMRA-Forecasting-Forum-Meta-Analysis-Project and look for further input and refinement. Last but not least, we reserve some time for a Forecasting Clinic. Bring any burning questions, topics or issues concerning Forecasting and Data Analytics and gather informal feedback from your peers in the room.

Join us to rub shoulders with leading experts in the industry, get inspired and join the discussion on the current state and future direction of this important business function.

Click for conference website and registration, click for the full conference programme.

If this is of interest please let us know, and we will ensure you have a place at the table