Market Research for Health, Pharma & Beauty Brands

Why does one patient trust the pharmacist’s recommendation while another reads every ingredient label before buying? We answer with applied market research for health, pharma, and beauty: claim testing, brand tracking, and consumer experience studies. Recent work includes Viorica Cosmetic, Peditel, Falck, and Cupio. See the full portfolio below.

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How we help health, pharma, and beauty teams decide with confidence

In pharma and beauty, the purchase decision rarely happens at the shelf alone. It runs through the doctor, the pharmacist, the dermatologist, or a friend’s recommendation before it ever reaches the till. Market research with MKOR tells you what patients actually expect from a treatment, what a shopper is looking for in a retinol cream, and where your brand is losing ground to the alternatives.

We work with OTC manufacturers, supplement brands, cosmetics houses, and medical service providers. We validate products before launch, track brand equity wave after wave, and map real behavior in pharmacies and beauty stores, not sentiment captured on a survey screen.

Launches & claim testing

An unverified claim is both a regulatory and a reputational risk. We validate the product promise through concept and branding testing, then confirm the use experience with product testing on real patients or consumers. Example: concept testing for a medicine on the pharma market, where we checked indication and benefit comprehension before anything went to print.

Brand performance

In a pharmacy, the decision takes seconds, and what the pharmacist cannot recall will not be recommended. We track spontaneous recall, associations, and share of mind through continuous brand tracking and brand awareness research, wave after wave. Real work: the brand awareness study for Cupio in beauty nails, with a clear read on position versus direct competitors.

Understanding the patient & consumer

There is a gap between what a patient says in a survey and what they actually do at the supplement shelf. You only see it with method. We combine usage and attitudes research with in-depth interviews and usage diaries. For segmentation we add consumer profiling based on needs and lifestyle. Applied: the collagen supplement market study for Viorica, with the consumer profile and the real reasons behind her choice.

Pharmacy & beauty retail

What happens in the pharmacy or the beauty store decides whether a recommendation becomes a purchase. We measure interaction at the shelf and at checkout through consumer experience research, and we verify the advisory standard with mystery shopping, in owned networks or partner locations. On the ground: the medical optics market study in Timisoara, tracking the patient from consultation to the moment the glasses are paid for.

Preventive health & trends

Younger consumers want clean ingredients, transparency, and fast medical services. We fold these signals into innovation and forecasting when you plan a new product, and into market opportunity analysis when you evaluate a category or a new service line. Concrete example: the potential assessment for private emergency services, Falck.

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Common questions about health, pharma & beauty research

What methods do you use for claim testing on pharma products?

For OTC products and supplements we run concept testing on several message, packaging, and indication variants, then validate the winners quantitatively on a representative sample. For topical products or items with a perceptible benefit, we add in-use product testing with daily diaries and before-and-after measurements. The output is a clean list of data-backed claims that your regulatory team can defend.

How do you validate a new supplement before launch?

We start with a market opportunity analysis on the category you want to enter, so you see market size, competition, and offer gaps before you commit. Then we test concept, packaging, and price on the target segment, and add consumer profiling for a detailed read on who buys and why. A supplement launched without this groundwork usually lands on the shelf without rotation.

How long does a brand awareness study in beauty take?

A standard wave of brand awareness research takes 3 to 4 weeks from brief to final report. For continuous brand tracking we recommend quarterly or semi-annual waves, so you can see the impact of influencer campaigns and seasonal collection launches. Budget and timeline are estimated against your specific brief, so send us the details and we will come back with numbers.

What does consumer sentiment research mean in pharma?

It measures what patients feel and say about the brand, the treatment, and the treatment experience, beyond spontaneous awareness scores. We analyze it through usage and attitudes research combined with social listening and qualitative interviews, so you get to the cause behind the score, not just the score. For brands with presence in medical retail, we connect sentiment to the real in-store journey through consumer experience research.

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