Abstract:

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.