AI is Transforming the BioPharma Insights Generation Process

AI isn’t just a future promise for insights generation aka primary market research — it’s already reshaping how teams plan, run, and deliver studies today.

But most discussions stop at buzzwords. The real question for brand, insights, and BD&L leaders is:

Where exactly does AI add measurable value across the research process?

At Psyma+Exevia Health, we’ve mapped it across four critical stages — and the results are game-changing.

Set-Up & Preparation – Faster, Sharper Study Kickoffs

This is where projects often lose time — but AI changes the game.

Faster desk research: AI tools extract insights from literature, forums, and past studies in hours, not days.
Smarter hypothesis building: Want to predict message acceptance or test target group attitudes? AI can generate hypotheses based on real-world patterns.
Questionnaire support: Algorithms stress-test survey wording for clarity and cultural nuances, ensuring higher-quality responses later.

👉 Outcome: Studies are kicked off faster, sharper, and with a stronger foundation.

Data Collection & Cleaning – Elevating Data Quality

AI doesn’t just help collect data — it makes it better.

Quant-Qual fusion: Using our AI Livemethod, qualitative depth and quantitative reach blend seamlessly.
Response quality control: AI detects low-quality or inconsistent answers in real time.
Automated survey generation: Early drafts and structures can be built instantly, then refined by researchers.

👉 Outcome: Cleaner, richer data — without extra fieldwork headaches.

Data Analysis – Deeper Insights, Sooner

Analysis has always been the bottleneck. AI clears the path.

Interview summarization: AI creates text summaries (with verbatim quotes) from recordings in hours, not weeks.
Pattern detection: Hidden trends in massive datasets? AI sees them instantly.
Segmentation & clustering: Automated analyses reveal groups and drivers that might otherwise stay buried.
Trend monitoring: AI tracks sentiment shifts in forums, social media, and news sources.
Meta-analysis: With tools like AI Personas & AI Enhancers, AI synthesizes multiple studies into one coherent storyline.

👉 Outcome: Insights that are deeper, faster, and easier to action.

Charting & Delivery – From Reports to Rich Media

The final step is where insights must resonate — and AI opens up new ways to deliver them.

Visual & audio generation:Charts, infographics, and even narrated audio snippets can be auto-generated.
Video summaries: Imagine a CEO getting a 2-minute video recap of key findings instead of a 60-slide deck.
AI avatars: Want a personalized, on-demand presenter for your research results? That’s possible now.

👉 Outcome: Insights that don’t just sit in a PowerPoint — they move people to act.

Final Word

AI won’t replace researchers. But researchers who use AI will replace those who don’t.

At Psyma+Exevia Health, we’re already integrating AI across Europe and beyond, from AI Live (real-time quant/qual) to the Psyma Insight Generator.

Curious how this could support your brand team, BD&L decisions, or launch strategy? Let’s connect for a short 20-minute conversation!

This article is based on a presentation by Psyma+Exevia Health at the German chapter meeting of the European Pharmaceutical Market Research Association (EphMRA) in April 2025 in Berlin.

05.08.2025 / Autor: Robert Siegmund PhD MBA