In the pharmaceutical sector, the launch of new drugs or therapies is often met with a mix of hope and healthy skepticism. Research and development (R&D) cycles are long and resource-intensive, and even the most promising discoveries can fall short of expectations. Amid this uncertainty, the ability to make informed, forward-looking decisions becomes crucial—not only for profitability but also for sustaining a reputation and competitive advantage. Business market research serves as a vital compass in this landscape. Enabling evidence-based portfolio planning, it allows pharma leaders to identify winning products, manage risk, and optimize resource allocation.