Informing Innovation Presents: Demystifying Primary Research

Does primary market research feel too expensive or complicated for your startup company? 

Learn from our experienced panel of entrepreneurs and consultants about different approaches to surveys, focus groups, and expert interviews; the value and cost of this primary research; and how to avoid some common pitfalls.

Panelists will discuss multiple ways to work within a limited budget while still gaining valuable insights to move technology to market.

Panelists

Amy DeWinter, Founder and Lead Consultant, Ascenda Medical Marketing

Amy DeWinter is a seasoned medical marketing professional with over 25 years of experience in both start-ups and established company environments. Through her consultancy Ascenda Medical Marketing, Amy has successfully assisted multiple organizations in everything from market research to strategic planning and launch-related activities.   Amy holds a Bachelor of Arts degree from the University of San Diego and recently completed an MIT Sloan short course on AI in Healthcare (2025).

Jaron Ballentine, Founder and Managing Partner, Ballentine LifeScience Partners

Jaron Ballentine has been involved with primary market research for most of his career in biopharma, starting at GSK where he supported development of new products.  After GSK, he was an independent consultant where he worked with small to mid-sized companies to assess new opportunities, develop the commercial strategy, and prioritize projects within their portfolios. He most recently was at Tellus Therapeutics, where he led commercial and clinical operations.    

Toni Bucci, CEO and President, Sable Fermentation Inc.

Toni Bucci, Ph.D., is the founder and CEO of Sable Fermentation, a biomanufacturing process development company based in Wake Forest, North Carolina. She began her career as a research biologist at BASF before moving into business leadership and later serving five years as COO of AgBiome. With experience spanning research, product development, commercialization, and executive leadership, Toni has extensive experience using market research to guide product strategy and business decisions.