Getting doctors to spill their guts

Qualitative research projects targeted as physicians often produce comparatively unsatisfactory results, particularly when it comes to reaching an understanding of what drives doctors in their treatment of the signs and symptoms of an illness.

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...

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