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Prioritizing stakeholder engagement in campaign selection

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The challenge

A breakthrough Alzheimer’s therapy needed a unifying creative campaign that resonated globally across multiple indications, which meant there were a lot of voices in the room. After months of concepting, creative brief re-writes, and leadership reviews, the team needed to make a decision and move into production quickly.
We couldn’t let the need for speed or competing opinions threaten a confident campaign decision. We needed to synthesize internal opinions alongside customer feedback, and do so quickly.  

 

The method

We crafted a multi-phase research approach that enabled cross-functional engagement and efficient insights-gathering.
  • AI-assisted stakeholder synthesis: We utilized an AI-powered engagement tool to gather stakeholder perspectives alongside customer feedback. This allowed us to expedite the process, transforming traditional debriefs into alignment sessions, focusing on iteration rather than solely focusing on what was heard.
  • Iteration Sprint: We replaced weeks of additional traditional IDIs with a one-day intensive online board. This “sprint” approach allowed us to provide quick-turn toplines, giving the creative team more time to evolve the concepts along the way and leave no creative stone unturned.

The impact

We aligned on a winning campaign with clarity and confidence before qualitative research was even finished, eliminating the need for lengthy traditional quant. By giving each team member an opportunity to be heard, we made smarter decisions faster.  Time reserved for readouts and decision workshops was repurposed for critical discussions about global implementation, risk mitigation, and competitive future-proofing.
“TLG created a custom approach for the needs of my stakeholders – robust enough to garner confidence from upper leadership, quick turnarounds that helped us move swiftly through the different phases, and the use of AI to gather internal feedback along the way and minimize the normal “swirl” from stakeholders. They simply “got it” – our timeline needs, our crazy internal opinions, and the flexibility we needed to herd the cats along the way. And, they made the whole process FUN!”

Associate Director, Market Research, Top 10 Global Pharma

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