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Morris S. Whitcup, Ph.D., is Chief Research Officer at Guideline, specializing in the pharmaceutical and healthcare industry. Dr. Whitcup has nearly 25 years of hands-on experience in marketing research, during the course of which he estimates he has conducted or consulted on over 4,000 studies.
Since receiving a Ph.D. in Social Psychology from Columbia University, Dr. Whitcup has held senior executive positions with several marketing research firms, including AHF/Macro, Guideline Research Corporation and Custom Research, Inc.
Dr. Whitcup has conducted label comprehension research for successful Rx to OTC switch products, including Aleve, Lamisil AT and Zantac 75/150. He has also conducted consumer studies submitted to the FDA related to comprehension of medication dosing instructions, understanding of instructions for use of devices, risk management, and OTC product line differentiation.
Outside the pharmaceutical realm, Dr. Whitcup has extensive experience in imagery-driven product categories and financial services.
His research has also been submitted to or funded by various Federal agencies, including the FDA, the Federal Trade Commission, Department of Defense, National Institutes of Health, and Social Security Administration.
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