The Handbook of Market Research for Life Science Companies: Navigating the Gap Between Lab and Market

There are times innovation emerges from a lab before the market has even been defined. When that happens, the market must be identified and mapped through iterative steps.This book is a practical playbook for researchers and founders navigating that process, from defining your first market hypothesis to estimating your market size, to collecting and analyzing your own data to find product-market fit.Building on the award-winning first edition, this second edition adds new frameworks for using AI responsibly in research, managing bias in data analysis, harnessing the importance of storytelling and building the continuous research mindset that emerging technologies demand.

About the Author

Jean-François Denault is the author of three books on life sciences commercialization and market research, published by CRC Press and Productivity Press (Taylor & Francis). His latest work, Innovate, Fund, Thrive: The Entrepreneur's Playbook to VC Fundraising in Life Sciences (2024, co-authored with Philippe Tramoy), builds on his previous books: The Handbook of Marketing Strategy for Life Science Companies (2018) and The Handbook of Market Research for Life Science Companies (2017), which won the American Library Association's Outstanding Business Reference Sources Award in 2018.

With now 25 years of consulting experience, Jean-François has completed more than 450 projects across 32 countries for Fortune 500 companies including Johnson & Johnson, Novo Nordisk, AbbVie, Procter & Gamble, Microsoft, and Adobe, as well as government agencies and over 100 innovative life sciences startups. He specializes in market research, competitive intelligence, and commercialization strategy for pharmaceutical, biotechnology, and medical device companies.

In the last few years, he has worked with incubators and accelerators across Canada. Jean-François serves as Expert in Residence at the Quebec Biotechnology Incubator (CQIB) and has mentored over 75 startups through leading programs including Next AI, HEC Montréal, the European Institute of Innovation and Technology, and Connect'Innov (Tunisia). He sits on the editorial boards of the Journal of Brand Strategy and Applied Marketing Analytics.

He holds an Executive MBA in Bio-Industry from UQAM and graduate degrees in Management Consulting and Organizational Communication, as well as undergraduate degrees in finance, international commerce and east Asian studies (Chinese concentration). Based in Montreal, Canada, he can be reached at jf.denault@impacts.ca or through LinkedIn at linkedin.com/in/jfdenault.