Who’s eaten my porridge? Discovering brand image differences

This paper demonstrates the contribution of advanced qualitative research to the identification and exploration of non-rational responses and decision-making in the ethical and OTC fields of pharmaceutical research.

Who's eaten my porridge? Discovering brand image differences

Neil McPheeNuance Research Ltd, United Kingdom

Graeme ChrystalZaicom Research Plus Limited, United Kingdom

BACKGROUND

This paper demonstrates the contribution of advanced qualitative research to...

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