info@reasonresearch.com

The ATU specialist
for life science brands.

We understand how your market
is changing and what to do next.

Talk to an ATU specialist
Targets representing pre-launch, launch, growth and maturity stages of a life science brand

More than tracking.
Understanding.

An ATU should do more than tell you what changed. It should tell you why it changed and what it means for your brand.

A Reason ATU understands

  • Why awareness isn't converting to trial
  • What is actually driving prescribing decisions
  • Where the highest-value opportunities are emerging
  • What your brand should do next

Your ATU should evolve with your brand

  1. 1+ years pre-launch

    Market Assessment

    Landscape, prescribers, decision paths, opportunity sizing

  2. 0–12 months out

    Pre-Launch ATU

    Early adopters, barriers, KPIs from day one

  3. Months 0–12

    Launch ATU

    Awareness, trial conversion, adoption barriers

  4. Years 1–3

    Growth ATU

    Trial-to-regular use and competitive pressure

  5. Years 4+

    Maturity ATU

    Defensible segments and untapped patient types

Our work can begin before the ATU and extend beyond it, with complementary research when the brand situation calls for it. Explore all capabilities

An ATU that gets smarter every wave

The same senior team stays with you from start to finish, so every wave builds on deeper knowledge of your brand and market.

  1. A small connected research network
    Wave 1 Establish the foundation
  2. A growing research network with more connections
    Wave 2 Deepen your understanding
  3. A larger research network with increasingly connected insights
    Wave 3 Connect emerging patterns
  4. A mature, highly connected research network
    Wave 4+ Compound knowledge over time
Sharper questions. Deeper interpretation. Better decisions.

Capabilities

HCP ATUs are our core

Adjacent research answers questions before, within, and beyond the ATU

Not sure which of these fits your brand situation? Let’s talk

Pre-ATU & Ad Hoc Research

Market Assessment

Treatment landscape, prescriber mapping, and opportunity sizing, 1+ years before launch

Exploratory Qualitative

Hypothesis generation for early-stage brand strategy

Ad hoc Study Support

Rapid-response research for emerging brand questions: demand studies, message tracking, and conjoint studies

ATU Extensions

Chart Tracking

Validate stated prescribing intent against real-world treatment decisions, especially powerful in oncology and rare disease

Patient ATUs

Understand the patient perspective on treatment decisions, living with the condition, and brand experience

Follow-up IDIs

Add qualitative depth when the quantitative data surfaces a question that needs richer exploration

AI expands what a Reason ATU can do
Researcher judgment creates the value

Purpose-built AI tools support our researchers across the ATU workflow, from desk research through executive summary synthesis. This gives our researchers more time to interpret findings, connect patterns across waves, investigate emerging questions, and shape commercial recommendations.

  • Desk
    Research

  • Survey
    Writing

  • Respondent-Level
    Analysis

  • Executive
    Summary

  • Presentation
    Refinement

Interpretation
Researchers frame what the pattern means

Validation
Outputs are reviewed by our researchers for accuracy and appropriate interpretation

Selective use
AI is applied only where it strengthens the work

Judgment
Researchers determine what matters, what warrants deeper investigation, and what the findings mean for commercial decisions

AI use at Reason operates under established standards for privacy, data security, client confidentiality, validation, and human oversight

A research partner built around life science ATUs

Our purpose: collaborating with our clients to improve patients' lives around the world

12+ Years

Exclusive life science focus

35 In-house research professionals

One research team from design through interpretation

11+ Years average senior tenure

Hands-on senior lead on every project with average 11+ years at Reason

70%+ Of projects are multi-market

Global experience, local understanding

96% Repeat client rate

Knowledge of your brand compounds, wave after wave

GPTW Certified
Certified LGBTBE by NGLCC
ISO 20252 Certified
Insights Association
ESOMAR
Global Data Quality Pledge

Client feedback

Always Thinking

“The entire Reason Research team have been true thought partners throughout this project. They consistently bring thoughtful solutions and proactive recommendations whenever we have questions or feedback. Their flexibility, reliability, and integrity make them an invaluable extension of our team, and I have been extremely satisfied with both the quality of their work and our overall partnership!”
Senior Manager, Customer & Market Insights, Biopharma

Decision-Oriented Analytics

“Impressive analysis to isolate the leverage points on where we can win.”
Director, Global Pharma

Launch and Market Expertise

“Our US Insights & Analytics team said we should use the US ATU as the gold standard against which to compare all other data sources.”
Director, Global Pharma

Always Thinking

“I love that you’re always one step ahead, thinking through what I’m going to ask and surprising me with great additional analyses.”
Market Research, Global Pharma

Decision-Oriented Analytics

“These are such great insights. This was very helpful and can drive strategy.”
VP Marketing, Specialty Pharma

Launch and Market Expertise

“Can’t thank you enough for the ATU. It’s literally the most useful resource that we have.”
Insights Director, Global Pharma

Always Thinking

“I can always count on members of the RR team to have the experience and knowledge of our brands to step in for each other without me worrying about a shift in who is answering the key questions I send over.”
Director, Brand Analytics, Global Pharma

Decision-Oriented Analytics

“The team finds it insightful and on point. The [Key Takeaways & Implications] slide is particularly well-received due to action-oriented insights.”
Insights Leader, Global Pharma

Launch and Market Expertise

“RR builds an ATU database that can be mined over time to address key needs at any time.”
Director, Insights & Analytics, Global Pharma

Always Thinking

“The Team from Reason Research have been phenomenal thought partners and research partners for the past 4 years. Their creative and innovative ideas are always welcome and appreciated.”
Senior Manager, Insights & Analytics, Global Pharma
Clark Stetten

What is changing in your market?

Let's talk about what your ATU should be telling you.

Book a meeting with Clark Stetten →
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