Imagine a pharmaceutical company being able to find out how asthma sufferers are responding to its commercials.
This is actually a service that’s offered by IAG Research, which scores TV shows on the attentiveness of their viewers and researches whether commercials are being recalled and viewed favorably...
Fariba Zamaniyan, senior VP of IAG Research’s Pharmaceutical Practice, said IAG screens its sample for 30 conditions in which drug companies market directly to consumers, including asthma, allergies, erectile dysfunction, herpes, diabetes, high cholesterol and high blood pressure. The research company even knows when a respondent in its sample has two conditions, because some drugs are designed to take care of two ailments.
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