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Research papers

Who's eaten my porridge?

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...

Catalogue: Global Healthcare 2008: Consumer Choice
Authors: Neil McPhee, Graeme Chrystal
Company: Zaicom Research Plus Limited
February 6, 2008
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Citation

McPhee and Chrystal (2008a, February 06). Who's eaten my porridge?. ANA - ESOMAR. Retrieved May 12, 2024, from


https://ana.esomar.org/documents/who-s-eaten-my-porridge-


Research papers

Truly, madly, deeply

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...

Catalogue: Congress 2006: Foresight
Authors: Neil McPhee, Graeme Chrystal
Company: Zaicom Research Plus Limited
September 17, 2006
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Citation

McPhee and Chrystal (2006a, September 17). Truly, madly, deeply. ANA - ESOMAR. Retrieved May 12, 2024, from


https://ana.esomar.org/documents/truly-madly-deeply