Beyond the grid: Rethinking tracking studies for pharma’s next chapter
As the healthcare landscape continues to evolve rapidly, the tools used to understand it must keep pace. On 14th October, pharmaphorum hosted a webinar in collaboration with Konovo and Day One Strategy, exploring how artificial intelligence (AI) is transforming the future of tracking studies in pharma.
Moderated by pharmaphorum’s web editor Nicole Raleigh, the session featured three expert panellists: Mo Rice, Vice President of Global Quantitative Solutions at Konovo; Kelly Warth, Global Head of Data Strategy at Day One Strategy; and Tamara Burke, Vice President of Global Qualitative Solutions at Konovo.
Together, they explored the limitations of traditional tracking approaches and offered a compelling vision for a smarter, faster, and more predictive future – one where AI and human intelligence work in synergy.
From data-rich to insight-rich
Tracking studies have long been central to strategic decision-making in pharma, but many have become bloated and backward-looking. The panel highlighted the need to shift from simply collecting data to generating actionable insights, with hybrid research models combining quantitative and qualitative methods to provide both the ‘what’ and the ‘why’.
The case for change
Polling during the webinar revealed that the most frustrating aspect of traditional tracking studies is the difficulty in linking data and distilling insights that drive action. While speed ranked lower, the speakers emphasised that agility is essential – especially during launch phases when market dynamics shift quickly.
Long surveys, often exceeding 40 minutes, were cited as a major issue, leading to high dropout rates and poor data quality. With most HCPs now completing surveys on mobile devices, shorter and better-designed questionnaires are no longer optional – they’re critical.
“If you have a limited pool of respondents – yet, you have a survey that's very long and arduous to participate in – you're losing that pool [of] very key respondents […] It's really important now to consider redesigning your trackers to ensure that they're future proofed for the fact that most people use their mobile phone now to do much of their things in their life.”
AI as an enabler, not a replacement
AI is already reshaping tracking studies, from automating repetitive tasks and improving data quality to enabling real-time dashboards and predictive analytics. The panel discussed how AI can audit past waves, identify predictive metrics, and even assist in questionnaire design. It also plays a growing role in qualitative research, including sentiment analysis, transcription, and translation.
AI tools are helping to modularise surveys, detect fraud, and streamline design. As these technologies mature, they will increasingly support researchers in collecting the right data at the right time, while maintaining high standards of quality and compliance.
“AI can really help actually look at how respondents are […] responding to your questions and improve how you're actually asking those questions. AI is also a real game changer at the moment to help with checking data quality, also fraud detection, […] spotting duplicate IDs, checking domains or browsers reputations and flagging speeders in real time.”
Looking ahead: Brave new tracking
The future of tracking lies in continuous, real-time insights powered by AI, but guided by human expertise. The panel predicted a shift towards curated research ecosystems, where stakeholders receive tailored insights relevant to their roles.
Tracking studies will become shorter, sharper, and more dynamic - focused on core KPIs and supported by AI-driven tools that enhance engagement and data integrity. Researchers will move from reporting numbers to interpreting meaning, guiding strategy, and shaping business decisions.
“As AI improves, it's also going to be able to pull out […] what the important data points are in making those business decisions that you need to make. And as AI gets smarter, it's going to understand your brands, what your key performance indicators are, and it's just going to help you redesign surveys to give you these real in depth quality responses that you need to be able to think about what your strategy is going to be.”
Final thoughts
Tracking studies must evolve, and the time to act is now. With AI enabling faster, deeper, and more predictive insights, pharma companies have an opportunity to reimagine how they measure brand performance and market dynamics.
The full webinar recording is available on demand here, and key insights are also shared on our BlueSky account.
About the panellists
Mo Rice, Vice President of Global Quantitative Solutions, Konovo
With over 35 years in market research, Rice brings deep expertise across both quantitative and qualitative methodologies. For the past two decades, she has specialised in online healthcare research, combining operational excellence with strategic delivery. Actively involved in industry standards through her work with the BHBIA Ethics and Compliance Committee, Rice is widely recognised for her knowledge in online research, healthcare, compliance, and full-service insight delivery.
Kelly Warth, Global Head of Data Strategy, Day One Strategy
Currently Global Head of Data Strategy, Warth has over 20 years of experience across pharmaceutical company and agency leadership. She is passionate about making complex data simple and useful – helping businesses move from information to insight and from insight to real-world impact. Known for being decisive, curious, and inventive, Warth enjoys working with teams to unlock new ways of thinking and solving problems through data.
Tamara Burke, Vice President of Global Qualitative Solutions, Konovo
With over 20 years in healthcare market research, Burke is highly experienced in insight generation for global pharmaceutical companies. She specialises in qualitative research with HCPs, payers, KOLs, and patients, and she enjoys elevating insights with AI-powered methodologies and innovation. A double BHBIA BOBI award winner and published author of the European Guide to Payer Research, Burke has presented widely at industry conferences and continues to shape the evolving healthcare research landscape.
About Konovo
Konovo is a global healthcare intelligence company on a mission to transform market research by connecting insights through technology. We empower leading pharmaceutical and healthcare brands, market research agencies and consultancies to access the right voices. This includes physicians, KOLs, payers, patients, caregivers and allied healthcare professionals, made possible through our intelligent platform and verified healthcare panel. With one of the most extensive networks of audiences, partners and data across the Americas, Europe and Asia, Konovo enables deeper, more actionable insights that drive life science innovation. Konovo is a portfolio company of Frazier Healthcare Partners.
