This document discusses consumer profiles, physician prescribing habits and motivations, patient choice of physicians and pharmacists, and the role of market research. It provides information on how consumer profiles describe demographic and psychographic characteristics. It also outlines factors that influence physician prescribing and patient motivations, such as financial incentives, values, and access to information. Additional details are given on how patients select physicians and pharmacists based on location, reputation, insurance, and other criteria. Finally, common sources of market research like surveys, reports, and social media are identified and the role of research in identifying opportunities and risks is described.