More than 50 % of all drug targets are membrane proteins. [1] Recent progress in membrane protein crystallography has made a few of these targets amenable to established structurebased design methods.[2] However, crystallization of a membrane protein target remains a challenge, and medicinal chemists must rely on ligand-based design approaches for the targets that do not crystallize. These approaches can benefit from the knowledge of the bioactive conformation of the ligand conformation and the relative orientation of different chemotypes in the receptor binding site (cross-chemotype alignments). The generation of hypotheses for the bioactive conformation and cross-chemotype alignments depend on the availability of sufficient data on ligand structure-activity relationships (SARs). Herein, we demonstrate that these insights can be derived in the absence of protein-ligand crystal structures by straightforward ligand-based approaches relying on NMR spectroscopy. We show that a qualitative and fast analysis of INPHARMA NMR data [3,4] can be used within the timelines of the drug-discovery process without extended modeling and detailed data interpretation. We performed this study using intact biological membranes rather than reconstituted proteins [5,6] to eliminate solubilization-related artefacts, to expand the applicability to receptors that do not tolerate solubilization, and to significantly enhance the speed of the method. Here we demonstrate that a straightforward ligand-based NMR approach can be used to establish a nonradioactive binding assay for a Gprotein-coupled receptor (GPCR) and to give access to the relative orientation of multiple chemotypes supporting ligand-based drug design.