The Essential Skills of the Market Researcher in Healthcare

Q&A with Lisa Courtade, Associate VP of Global Business Insights & Analytics at Organon

On a recent episode of MRII’s Insights & Innovators podcast, Lisa Courtade, Associate Vice President of Global Business Insights & Analytics at Organon, discussed the evolving role of the market researcher in healthcare. With over three decades of experience at companies like Merck, Aventis, and Pfizer, Lisa has helped build and reimagine insights functions across the industry. Here are five key questions and answers, edited for brevity and clarity, that capture her perspective on the skills and mindsets that today’s researchers need to thrive. 

How did you get into market research and what was your first job in the profession?

“I’m a little unusual in the field of research because I actually went to school to get a degree in research at the University of Georgia. I had always been torn between a love of design and a love of math and science, and market research turned out to be the perfect marriage of the two.

My first professional role was at Tyco, in their commercial security and surveillance division. I was their very first market research hire, which meant I had the opportunity to define what research could do for the organization. Looking back, that experience taught me never to take for granted that others understood research’s value. I had to explain it, sell it, and prove how it connected to the business.”

What would be some advice that you might give your earlier self or things you wish you had known about market research when you were earlier in your career?

“The biggest lesson is that perfect data only exists in the classroom. Early in my career, I obsessed over getting statistical models to R² scores above 0.9, only to realize that in the real world, data is never perfect. The job is about interpreting incomplete information and finding the best possible answer.

I also learned that technical competence alone isn’t enough. You can be an outstanding methodologist or project manager, but if you can’t communicate the value of your work to business leaders in plain language, it becomes meaningless. Ultimately, the best approach is the one that delivers the most impact for the business, not necessarily the most elegant methodology.”

From your perspective, what are the most important skills that today’s market researcher can have?

“Technical skills still matter. They’re your foundation and credibility, but today I’m looking for three things above all else:

• Business acumen: tying insights to tangible outcomes that matter to the business.

• Integration skills: bringing together multiple sources of data - market research, analytics, forecasting, social, and competitive intelligence into one coherent story.

• A learning mindset: staying adaptable, because the tools, technologies, and challenges we face today look very different than those we had five or even ten years ago.

Researchers who embody these qualities are the ones who deliver true business impact.”

It translates perhaps to what we as people who run research organizations look for in talent today. How challenging is that?

“It’s a tale of two perspectives. On the one hand, there are plenty of people with experience. But often that experience is outdated or too narrowly focused. Many candidates are looking for a role that doesn’t exist anymore, working on a single brand in a single country, focused on one type of project.

What I really value are researchers who are consultative, adaptable, and scrappy. People who stay current with the industry, who seek out certifications or training, who read and apply new ideas. Those who show curiosity and growth stand out far more than those who are just repeating the playbook from 20 years ago.”

When we think about something as vast and evolving as healthcare, what makes healthcare different than some other areas of research?

“Healthcare is highly complex: it’s a regulated industry with strict privacy requirements, and the stakeholder ecosystem is incredibly multifaceted with patients, physicians, payers, pharmacists, policymakers, distributors, and more. Insights can’t come from a single perspective; you have to understand the dynamics across countries, across audiences, and within a shifting policy environment.

But for me, the real reason I’ve stayed in healthcare is purpose. When my sons were little and visited me at work, they said, “Mom, we love your job because you save people’s lives.” That’s what keeps me motivated. My role is to be the voice of the patient and to understand needs, identify barriers, and ultimately help improve quality of life.”

Listen to the Full Conversation

Lisa’s reflections highlight the evolving balance between technical expertise, business impact, and human connection. For researchers in healthcare or anyone interested in the future of insights, her advice is both practical and inspiring.

Listen to the full episode of MRII’s Insights & Innovators podcast with Lisa Courtade here.