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 understanding better the 'plight' of the patient with pain related to osteoarthritis.
Truly, madly, deeply – ethnography illuminates pharma
Graeme ChrystalZaicom Research Plus, United Kingdom
Neil McPheeNuance Research Ltd, United Kingdom
This paper examines how an ethnography study in two countries (USA and UK) helped a top-10...