Doctors Eat Ice Cream Too - Unlocking Emotions in the New Healthcare

Guy Spencer and Richard Gilmore

In the healthcare market pressures are beginning to force change, driven by two key influences. 1 .

Doctors Eat Ice Cream TooUnlocking Emotions in the New Healthcare Culture

Richard Gilmore Insight Research Group Guy Spencer Insight Associates

Introduction

This paper is about innovative qualitative methods. Its context is twofold. First, particular changes and challenges are now being faced by the pharmaceutical industry and thus also by medical market researchers. Second, the focus of most of our work is a professional group doctors with distinctive characteristics that have a significant effect on how they behave as respondents. Our paper is about how wehave developed...

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