Pharma and medical device companies face numerous decisions through the life cycle of a product that require information from primary research.

Most market research firms are limited to one phase of the business analysis process and lack the tools to properly frame business questions or conduct financial analysis.

I2 uses a variety of tools and techniques to frame these business questions. These tools facilitate the decision making process by organizing decisions into a hierarchy, outlining main objectives, identifying strategic decisions, and recognizing uncertainties. This results in an influence diagram which provides a blueprint of the decision problem and a roadmap for information gathering.