A peek beyond the lab coat: Health care professionals are consumers too

Room 3 | 9:40 am - 10:10 am | Tuesday, October 11, 2022

Don’t you like getting to know someone a bit more before you dive into a deep discussion?  This is sometimes overlooked when it comes to qualitative research with healthcare professionals. We tend to get into the firmographics, rather than their psychographics.

Tina and Susan will share consumer and health care professionals examples on how they delved deeper into the way their respondents perceived themselves and how that impacted how they see the world around us.

Key takeaways:

  • The role of ‘prework’ is not to collect data but to provide inputs.
  • How they integrate how health care professionals self-perceive themselves and make choices in their life and how this changes the tone of the project.
  • Make the experience more conversational and personable rather than technical or a clinical dump.

Case Study Healthcare/Pharma Joint Presentation


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