Who's eaten my porridge? Discovering brand image differences

Neil McPhee
Nuance Research Ltd, United Kingdom

Graeme Chrystal
Zaicom Research Plus Limited, United Kingdom

BACKGROUND

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.

Zaicom Research Plus is a specialist global pharmaceutical research organisation working in conjunction with Nuance Research Ltd, a specialist qualitative research organisation.

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.