Research Team

Senior Research Team







Bruce Cowgill
Terri Crudup
Denise Dorning
Fabian Henault
Daniel Parris
Lindsey Sadoulet




Amy Tsang


Pankaj Thapar
Ellen Thornton
Clare Tong
Amy Tsang
Rishi Varma



Research Team



Kathleen Chan
Min Kang
Joshua Roth
Rachel Stout



Bruce W. Cowgill - Vice President, Professional Services
Bruce is responsible for all aspects of custom marketing research from methodological design through analysis and reporting.  During his 20+ years in the research industry, he has specialized in conducting quantitative marketing research spanning all phases of the product life cycle.  His expertise includes multi-attribute market modeling and simulator development utilizing conjoint and choice analyses, product positioning, perceptual mapping, market segmentation, customer satisfaction, awareness/usage tracking, and advertising and promotion campaign evaluation.

Joining AlphaDetail in 2012 (by way of AlphaDetail/ImpactRx/Paragon mergers), Bruce has focused on healthcare and pharmaceutical research since 1998.  Prior to that, Bruce served in senior account management and senior research management positions for what are now Kantar TNS (Chilton Research) and Harris Interactive (Gordon S. Black Corporation).  Over that period of seven years, he was responsible for account and project management within the consumer packaged goods industry, and directing staff research professionals in the design and administration of research focusing on both the consumer and business-to-business markets.

Bruce earned an M.B.A. from the University of Rochester’s Simon School, with concentrations in marketing and finance. He also earned a B.B.A. in finance from the University of Georgia.

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Terri Crudup - Senior Director, Professional Services
Terri has nearly 12 years of ad hoc market research experience across a wide variety of markets.  She approaches research as a consultant with expertise throughout the product lifecycle.   Terri has conducted primary studies ranging from early development KOL exploratory, to positioning and communication research plans, to post-launch tracking.  She has also led several client workshops to aid in strategic decisions for brands and franchises.

Terri has a great depth of experience with vaccines research across infant, adolescent, and adult markets.  She has led dozens of qualitative and quantitative vaccines projects in the US, EU, and other developed and emerging markets.  Other therapy areas she has worked on include 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.

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Denise Dorning - Vice President, Professional Services
Denise has over 12 years experience working in the pharmaceutical, biotech, medical device and diagnostic industries. Denise has been with AlphaDetail since the company’s inception in 2001. As an Associate Vice President of Professional Services, Denise has supervised and led hundreds of marketing research studies for a diverse array of pharmaceutical clients.  Denise’s experience spans the spectrum of pharmaceutical and biotech products, from early stage candidates through mature products nearing the end of their lifecycle.

Denise has extensive experience in a wide range of marketing research methodologies with particular expertise in market assessment, product profile testing, conjoint analysis, ATU studies, concept testing, message testing, segmentation, positioning, and Key Opinion Leader (KOL) identification.   She has significant experience across the majority of therapeutic areas, with particular emphasis in ophthalmology, infectious disease, oncology, CNS, cardiovascular, metabolic disorders, nephrology, and medical devices.

In addition to domestic U.S.-only studies, Denise has experience conducting research in Europe, Asia, and Latin America.  She regularly conducts research with physicians, other healthcare professionals and patients.

Prior to AlphaDetail, Denise was a senior engagement manager at Strategic Decisions Group (SDG), a boutique consulting company, where her work focused on the life sciences industry. While with SDG, Denise advised top pharmaceutical and biotech companies on R&D and commercialization strategy.

Denise holds a B.A. in mathematics and economics from the University of Virginia and an MS in decision analysis from Stanford University.

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Fabian G. Henault - Senior Director, Professional Services
With over thirteen years of market research experience, Fabian has been involved in a variety of research positions covering a diverse set of industries with a primary focus in pharmaceuticals over the past ten years.  Fabian has been involved in every aspect of market research including qualitative and quantitative methodologies, domestic and global project management, as well as sales and consulting.  He has extensive experience in a wide variety of quantitative methodologies and project scopes including: conjoint, choice and driver analyses, product positioning, target product profiles, segmentation, message and visual concept evaluation, awareness tracking and usage, forecasting and customer satisfaction.

Prior to joining AlphaDetail, Fabian was a Director of Client Services at Optimal Strategix Group where he was primarily responsible for managing multiple client accounts; providing research support and consulting with clients to ensure insightful and actionable deliverables.  Fabian also spent several years with TNS Healthcare as an Account Manager where he was primarily responsible for fostering client relationships in all aspects of the client engagement.  Fabian also led the Rx Consumer Purchasing franchise for Health Strategies Group, servicing clients with both syndicated and custom market research.

Fabian's experience covers a wide array of therapeutic areas with particular focus on hypertension, pain management, antipsychotics, allergy, migraine, asthma, cholesterol, oncology, diabetes, osteoporosis, arthritis and depression, as well as extensive experience with medical devices (within Coronary, Endovascular, Pacemaker, Structural Heart Disease and Diabetes Pump).

Fabian is a graduate of Temple University with a BS degree in Physical Anthropology and an MBA in Marketing.

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Daniel Parris - Senior Vice President, Professional Services
Since joining AlphaDetail in 2004, Daniel has been instrumental in driving its growth through his consistent focus on research excellence and customer satisfaction.

As a Senior Vice President of Professional Services, Daniel has helped multiple top-tier pharmaceutical companies in brand strategy and process design throughout the R&D and marketing value chain. He has conducted hundreds of research projects in a wide variety of therapeutic areas, with a particular emphasis on neurological disorders, HIV, growth disorders, oncology, and hospital-based research with physicians and other healthcare providers.

Daniel has significant experience in conducting research across all phases of product lifecycles, from clinical development through brands nearing LOE. He specializes in large sample quantitative studies, with a particular focus on ATU studies, message tracking and product concept testing.

Prior to joining AlphaDetail, Daniel worked in Business Development at LifeScan, a J&J Company. Daniel holds a BS in Chemical Engineering from Stanford University.

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Lindsey Sadoulet - Senior Director, Professional Services
Lindsey has spent over 12 years in market research and analysis within the pharmaceutical and consumer packaged goods industries.  At AlphaDetail, she is responsible for overseeing proposal, design, and execution of primary research studies.  Lindsey manages project staff in execution of research projects and is responsible for sales and budget maintenance, as well as client consultation to refine strategic action based on data results and implications.

During her tenure at AlphaDetail/ImpactRx, she has managed a diverse mix of quantitative and qualitative market research including awareness/usage tracking, promotion and message effectiveness, product positioning, and promotional campaign effectiveness utilizing a variety of analytic techniques.  Her project experience has spanned across a large range of therapeutic classes, including infectious diseases, CNS, immunology, oncology, respiratory, pain management, RLS, diabetes, and cardiovascular disease.

Before joining AlphaDetail/ImpactRx, Lindsey was the head of Marketing Analysis at Velcro USA where she oversaw division forecasting, market research, product tracking, and client presentations.

Lindsey earned her BA in Economics and International Relations from the University of Rochester in New York.

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Pankaj Thapar, MD - Vice President, Professional Services
Pankaj is a physician by training and has over a decade of experience in the healthcare industry, including roles as physician, consultant and marketing research professional.

Pankaj has been a strong contributor to AlphaDetail’s growth over the past 4 years as Vice President of Professional Services. Pankaj has consulted closely with clients to use marketing research as a tool to help answer 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 tracking, brand positioning, market segmentation, and Key Opinion Leader (KOL) identification studies. Pankaj’s main areas of therapeutic expertise include Oncology, Neurology (in particular, MS and Movement Disorders) and growth-related disorders.

Prior to AlphaDetail, Pankaj managed a hospital as its Chief Physician. Pankaj then left to pursue an MBA from the Kellogg School of Management at Northwestern University, and subsequently joined ZS Associates, an international consulting company, where he led projects for several top tier pharmaceutical companies in marketing strategy development and marketing research.

Pankaj received his medical degree from Bombay University and his MBA with a concentration in Marketing and Analytical Consulting from the Kellogg School of Management at Northwestern University.

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Ellen Thornton - Senior Director, Professional Services

Ellen Thornton joined AlphaDetail in 2012 with over 10 years of experience working in the healthcare and market research industries.  Immediately prior to joining AlphaDetail, Ellen was a Director at Harris Interactive, where she worked in its Healthcare Division for over 4 years.  She is an experienced researcher with both domestic and international, quantitative and qualitative expertise.  Ellen has worked across a variety of therapeutic areas including renal disease, diabetes, arthritis, psoriasis, PAH, cystic fibrosis, asthma/COPD, lupus, and angina.   She has led many large-scale studies for pharmaceutical and medical device clients including ATUs, message testing, conjoints, brand equity, and concept testing. 

Moreover, Ellen is an experienced moderator and has conducted hundreds of interviews with healthcare practitioners (KOLs, MDs, NPs, RNs), patients, and caregivers.  Ellen’s unique combination of qualitative and quantitative skills provides added value to clients as she is able to learn the language of a client’s audience first-hand during qualitative research and translate that into more insightful, actionable quantitative research for her clients.

Ellen graduated from Tufts University with a BA in Economics and received her Masters in Public Health (MPH) from George Washington University.

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Clare Tong - Senior Director, Professional Services
Clare has been with AlphaDetail since June 2006. In her role, Clare has accumulated a strong background in data analysis and project management.  She has extensive experience in a variety of market research methodologies, including qualitative and quantitative research, concept testing, tracking studies, conjoint analysis, and Key Opinion Leader identification (KOL). Clare has also managed projects in numerous therapeutic areas, with an emphasis on oncology, cardiovascular diseases and hormone replacement. Clare has also managed a number of global studies, including those that focus on emerging markets. Clare holds a B.A. in Psychology and Biology from the University of California, Berkeley.

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AmyAmy Tsang - Senior Director, Professional Services
Amy joined AlphaDetail in February 2006. Since then, Amy has led a large number of marketing research projects across various methodologies, including tracking, conjoint, profile testing, concept testing, positioning, segmentation, message testing, and KOL identification. Additionally, Amy's strengths lie in supervising global studies in addition to those that are domestically focused . Her portfolio of past work span a wide variety of therapeutic areas, though she expertise involves ophthalmology, oncology and endocrinology. Amy graduated from the University of California, Berkeley and holds a B.S. in Nutritional Sciences & Toxicology.

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Rishi Varma - President & Chief Executive Officer
Rishi has over 14 years experience working in the pharmaceutical and biotech industries.

Rishi is an AlphaDetail founder and has led hundreds of marketing research studies – U.S. and global -- for a diverse array of pharmaceutical, biotech and medical device clients. He has experience across a wide array of therapeutic areas, from highly niche specialty areas to broad generalized therapies. He has conducted research with numerous patient, physician and other healthcare provider segments.

Rishi has been instrumental in advancing AlphaDetail’s marketing research analytical techniques. He is an expert in all facets of quantitative research, with significant expertise in conjoint analysis, market assessment, product profile testing, ATU studies, concept testing, segmentation, positioning, and Key Opinion Leader (KOL) identification. Rishi has also spearheaded proactive initiatives to help support the industry, including a 2009 PBIRG conference presentation on Emerging Markets.

Prior to AlphaDetail, as a senior engagement manager for Strategic Decisions Group (SDG), Rishi helped top tier pharmaceutical companies in strategy development and process design throughout the R&D and marketing value chain. He was also selected by SDG to lead the development of its biotech practice.

Rishi holds a B.S. in industrial engineering and a MS in decision analysis from Stanford University.

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Kat Kathleen Chan - Director, Professional Services
Kat has been with AlphaDetail since June 2006. In her role, Kat has been responsible for executing a large volume of marketing research studies for a diverse array of pharmaceutical clients. Kat has experience in a wide range of marketing research methodologies with particular expertise in ATU studies, concept testing, message testing, MaxDiff conjoint analysis, and Key Opinion Leader (KOL) identification.   Kat has worked in a large number of therapeutic areas, including extensive work in oncology, immunology, and CNS. Kat holds a B.A. in sociology and business administration from the University of California, Berkeley.


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Min Kang - Director Professional Services
Min is responsible for the execution and analysis of custom market research studies.  With this current role, she has experience across multiple specialties and therapeutic areas such as Oncology, Diabetes, CNS disorders, HIV, and Anti-Fungals.  She conducts various primary market research studies measuring market impact, promotion & message effectiveness, ATU tracking, news awareness, message testing, creative concept testing, and segmentation.  She is responsible for coordinating multiple projects from the initial discussion phase to final results.  While conducting numerous custom research studies, she has performed perceptual mapping, regression / correlation modeling, and derived importance / satisfaction metrics.  Min has also coordinated the analysis for an article featured in Pharmaceutical Executive.  In combination with her current role, Min has nearly 10 years of total supplier side custom market research experience, of which 5 years have been heavily concentrated on Oncology and specialty related research. 

Before joining AlphaDetail, Min was an assistant project manager at LHK Partners, Inc., a full service market research firm where she coordinated custom market research projects across various industries including pharmaceutical, consumer packaged goods, advertising, education, public opinion, and media usage areas.  While incorporating various research methodologies, she conducted numerous ATU studies, cohort analyses, and coordinated a large scale national study on media usage tracking.       

Min earned her BS in Marketing from Rutgers University School of Business, Camden.   She is a member of Beta Gamma Sigma, Mu Kappa Tau (Marketing Honor Society) and Cambridge Who’s Who.

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Joshua Roth - Director, Professional Services
Since joining AlphaDetail in June 2009, Josh has worked with a diverse array of pharmaceutical and biotechnology clients to conduct both qualitative and quantitative market research projects. His experience includes US and global research exploring a broad spectrum of therapeutic areas. In his time at AlphaDetail, Josh has led many different types of projects, including tracking studies, Key Opinion Leader identification (KOL), segmentation, concept / message testing, and market assessment / sizing. Josh holds a B.S. in Engineering from the University of Pennsylvania.


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Rachel Stout - Director, Professional Services
Rachel joined AlphaDetail in July 2008.  Upon joining AlphaDetail, Rachel has immersed herself in studies for a variety of clients in disease areas such rheumatoid arthritis, renal transplantation, and ophthalmology.  Rachel has experience in both quantitative and qualitative research in a wide range of project types including KOL identification and mapping research, tracking studies, concept testing, and Maximum Difference Scaling conjoint analysis. Prior to joining AlphaDetail, Rachel interned at GlaxoSmithKline, University Services Sleep Diagnostic and Toxicology Laboratories, and Blank Rome LLP.  Rachel holds a B.S. in Business Administration from Drexel University.


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