Truly, madly, deeply – ethnography illuminates pharma
Graeme ChrystalZaicom Research Plus, United Kingdom
Neil McPheeNuance Research Ltd, United Kingdom
PREFACE
This paper examines how an ethnography study in two countries (USA and UK) helped a top-10 global pharmaceutical company radically revise the way in which it thought about a medical condition and how it could conduct its clinical trials differently by understanding better the 'plight' of the patient experiencing pain related to osteoarthritis (OA). It then suggests means by which seriously insightful research can (and has been) produced, using real-life examples, anonymised to avoid commercial confidence conflicts. Additionally...