This paper demonstrates the contribution of advanced qualitative research to the identification and exploration of non-rational responses and decision-making in the ethical and OTC fields of pharmaceutical research. It encompasses both Physician and Patient targets.This paper intends to examine how, using a mixture of advanced elicitation and projective techniques, the world-leading brand in a therapeutic category discovered why it was losing brand share in major EU markets to the number-two brand. In addition, we will discuss how techniques such as NLP and transactional analysis were used in the analysis phase to lend further weight to our conclusions.
This paper examines how an ethnography study in two countries (USA and UK) helped a top 10 global pharmaceutical company radically revise how it thought about a medical condition and how clinical trials could be conducted differently by better understanding the 'plight' of the patient with pain related to osteoarthritis (OA), and suggests means by which seriously insightful research can be produced, using real-life examples, though anonymised to avoid commercial confidence conflicts. Additionally the paper examines the use of 'experiential' tools, during the paper of results, to enhance the results 'message'.