Custom Research

   Terri Crudup2

Terri Crudup, Vice President, Professional Services

Terri has more than 13 years of market research experience across a wide variety of markets. She approaches research as a consultant with expertise throughout the product lifecycle. Terri has conducted custom research studies leveraging qualitative and quantitative methods, as well as syndicated and secondary inputs for additional insights. The techniques she has applied include early TPP conjoint/forecasting, emotional exploratory, segmentation leveraging secondary data, communication research plans, and post-launch tracking. She has also led several client workshops to aid in strategic decisions for brands and franchises.

Terri enjoys learning about client challenges and applying research techniques to solve business issues.  She ensures that each step in the project is mapped back to the business and research objectives and that the final report includes an executive summary answering those original objectives. She has experience in several therapy areas, including: vaccines, inflammation, infectious disease, dermatology, respiratory, and endocrine conditions.

Prior to her Market Research career, Terri conducted molecular biology research at the University of Rochester. While at the University, Terri received her MBA from the William E. Simon Graduate School of Business Administration with concentrations in Marketing and Competitive and Organizational Strategy. She also holds a BS in Biology from the State University of New York at Geneseo.



Pankaj Thapar

Pankaj Thapar, MD, Vice President, Professional Services 

Pankaj is a physician by training and has over 15 years’ experience in the healthcare industry, including roles as a physician, consultant and market research professional.

Pankaj has been a strong driver of AlphaDetail’s growth since joining almost eight years ago. His clients consider Pankaj a true thought partner, someone who uses research methodologies as a tool to address challenging business questions. With his medical and research background, Pankaj brings a unique perspective to all client encounters, helping organizations solve unstructured business issues through quantitative and qualitative market research.

Pankaj has conducted hundreds of quantitative and qualitative studies, and his particular areas of focus are ATU or Brand Performance Tracking, Concept and Message Testing, Brand Positioning and Market Sizing and Forecasting studies. Pankaj’s main areas of therapeutic expertise include Oncology, Neurology, and Cardiovascular diseases.

Prior to AlphaDetail, Pankaj received his medical degree from Bombay University and was a hospital-based practicing physician, following which, he earned his MBA from the Kellogg School of Management at Northwestern University. Upon his graduation, Pankaj joined ZS Associates where he led projects for several top tier pharmaceutical companies in marketing strategy development and marketing research.