Abstract:

Physicians are notoriously difficult to interview deeply about their decision-making because they are extremely literal and left-brained. They are typically unable to explain their professional and emotional engagement in the disease process and treatment beyond medical training, clinical studies, comfort and habit, and sales rep inducements. This paper reveals how interview set-up and innovative projective techniques help to uncover physicians’ deeper beliefs and values, including symbols, priorities, memories, stories, emotions, metaphors, analogies, patient segmentations and archetypes. Furthermore, these techniques are also useful for other executive decision-makers, as well as for all respondents, depending on the research objectives.