Getting doctors to spill their guts
Patricia SabenaSabena Qualitative Research, United States
Nicole Sabena FeaginSabena Qualitative Research Services, United States
Robert TseMarket Research, Novartis Pharmaceutical Corporation, Cardiovascular Business Analysis, United States
WHAT IS THE BACKGROUND OF THIS PAPER?
Straightforward qualitative research projects among physicians often come away without much conviction that they have gotten to the bottom of what drives doctors in their treatment of the signs and symptoms of various disease states. Doctors are so difficult to interview deeply because they often appear to be:
Arrogant, egotistical, sarcastic
Extremely literal, left-brained
Increasingly busy, over-burdened
Increasingly resentful...