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Why Pharmaceutical’s Research Model Should Replace Design Thinking

In many organizations, design thinking dominates the research process with expansive research processes upfront during discovery. Pharmaceutical research gives us an alternative model that we can adapt based on a fail early and fail often (tech mantra) that should make discovery research an easier sell in any organization.


  • An alternative model to discovery research with reduced upfront costs
  • Starting discovery research when buy-in is difficult
  • Maintaining discovery research when funds tighten up
  • An alternative model to measuring the value of research that takes into account savings