Abstract:

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'.