Who's eaten my porridge? Discovering brand image differences
Neil McPheeNuance Research Ltd, United Kingdom
Graeme ChrystalZaicom Research Plus Limited, United Kingdom
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. It encompasses both Physician and Patient targets.
Zaicom Research Plus is a specialist global pharmaceutical research organisation working in conjunction with Nuance Research Ltd, a specialist qualitative research organisation.
This paper intends to examine how, using a mixture of advanced elicitation and projective techniques, the world leading brand...