In addition to subject matter expertise Market Access has research skills, approaches and models uniquely derived from working with the most complex, sensitive and difficult issues. Safeguarding the validity of research is particularly challenging when dealing with complex / high involvement issues qualitatively. We primarily add value to clients through our ability to elicit, analyse and interpret in-depth insight using qualitative research. Our approaches to the elicitation of qualitative data incorporate jointly moderated group discussions and triangulation of data. Our approaches to the analysis and interpretation are driven by the use of models with proven applied and sound theoretical foundations. While our core competence is our ability to address the most complex issues the approaches we have developed provide additional certainty when dealing with more simple issues.