From Data to Decisions: Research, Technology and Partnership in Practice
Co-authored by Purdie Pascoe and Displayr
Turning Data into Decisions
In market research, collecting data is only the beginning. The real value lies in transforming information into evidence that helps organisations make confident, informed decisions. As research programmes become more complex and stakeholders seek quicker answers, it is increasingly important to connect data, evidence and decision-making in a seamless way.
At Purdie Pascoe, we partner with MedTech organisations around the world to generate insights that support strategic and commercial objectives. Our goal goes beyond describing what the data shows. We uncover the patterns, opportunities and implications that help clients make better decisions and act with confidence.
Delivering this requires a combination of robust research expertise, innovative technology and effective collaboration. It also depends on strong partnerships between the researchers who use these tools and the teams who continue to develop them. This is why we value our long-standing relationship with the Displayr team and our shared commitment to helping researchers and clients derive greater value from their data.
Supporting Analysis and Reporting
Q Research Software and Displayr form an important part of the process for our Innovation team. Q is primarily used for data tabulation, advanced statistical analysis, reporting and charting, while Displayr is used to create interactive data visualisations and dashboards that allow users to explore research findings more easily.
Bringing analysis and reporting closer together creates a more connected journey from complex datasets to clear, actionable findings. The platforms provide a flexible environment that allows researchers to move efficiently between analysing data and preparing outputs, reducing the need for multiple disconnected tools. This enables the team to focus more time on interpreting results and developing meaningful recommendations.
One of the key benefits is the speed and flexibility with which additional analysis can be carried out. After the initial data preparation is complete, new cuts of the data, additional filters, alternative cross breaks and further statistical exploration can be implemented quickly and easily. Rather than finalising the analysis early in the process, researchers can continue refining and expanding it right up to the point of delivery, helping uncover deeper insights and answer emerging questions as they arise.
A Day’s Work in Two Hours
This flexibility also enables researchers to implement additional cuts, filters and statistical analyses in a fraction of the time traditionally required, allowing teams to respond more quickly to emerging questions throughout a project. For example, a standard 20-minute questionnaire can typically be processed in around two hours, compared with a full working day previously, allowing researchers to work more efficiently and respond more quickly to client needs.
Even after many years of working with analysts, our researchers continue to be impressed by how quickly new requests can be turned around. This agility allows the team to respond efficiently to changing project needs, ensuring that reporting remains aligned with the most relevant business questions.
For example, during a recent study we were able to continue testing new hypotheses and audience cuts almost until the final presentation, allowing us to maximise the value of the data and provide richer, more informed recommendations for our client.
Making Insights More Accessible
One of the biggest challenges in research is communicating findings effectively. Different stakeholders engage with research in different ways, making clear and intuitive visualisation essential for transforming complex information into practical action.
Expectations around research delivery have evolved considerably. Clients increasingly want access to findings during fieldwork or immediately after project completion, rather than waiting for a final presentation. They also want the flexibility to revisit results and explore the data independently when new questions emerge.
Displayr's online dashboards support this more flexible approach to insight delivery. Rather than relying solely on a static report, stakeholders can interact with the findings, apply filters, compare audiences and investigate areas that are most relevant to their objectives. This helps extend the value of a research project beyond a single deliverable and keeps insights accessible to a wider audience over time.
Self-service access to results also makes it easier for organisations to share findings internally. Whether used by research teams, commercial teams or senior decision-makers, Displayr dashboards provide a practical way to navigate data quickly and focus on the metrics that matter most.
For example, we recently delivered a large study covering six different procedures, which resulted in a report of more than 400 slides. Alongside the report, we created a Displayr dashboard that allowed the client to access the most important KPIs, share results across the organisation and explore findings in greater depth through filters and significance testing. This provided a concise, accessible view of the research while retaining access to the full richness of the underlying data.
Looking Ahead
Emerging technologies such as AI are creating new possibilities across market research, and we are beginning to explore how these capabilities could support different stages of the research process. While it is still too early to draw firm conclusions, we can already see potential opportunities to improve efficiency and streamline certain workflows.
One area of interest is the automation of more standardised reporting processes, particularly for studies such as Post-Market Surveys (PMS), where outputs often follow a consistent structure. We are exploring how AI could help reduce manual effort while maintaining quality and consistency.
Our early experience with Displayr's AI functionality has been encouraging. In particular, AI-assisted programming has simplified the process of bespoke dashboard creation. Requests that took hours of manual work now can be achieved in minutes. Prompting can also assist with charting requests and coding tasks, helping to speed up parts of the analysis and reporting process. We are continuing to explore how AI can support more standardised workflows, such as PMS studies, while ensuring that researcher expertise remains central to interpreting findings and delivering client value.
Conclusion
As research continues to evolve, having the right technology partner is just as important as having the right tools. At Purdie Pascoe, our long-standing partnership with the Q and Displayr team plays a key role in helping us deliver efficient, innovative and impactful research solutions for our clients.
Beyond the software itself, we greatly value the collaboration and expertise of the Displayr team. Their exceptional customer support has consistently been responsive, knowledgeable and genuinely invested in helping us find solutions, whether addressing complex technical challenges or answering day-to-day questions. We'd like to extend a particular thank you to their fantastic support team, whose commitment and willingness to help have made them a trusted extension of our own team.
Together, we look forward to continuing to explore new ways of turning data into meaningful insights and helping our clients make better-informed decisions.