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| August 2007 | ||||||
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  Behind
the Mirror: A User Guide to Obtaining Full Value From Your Qualitative
Marketing Research In the conduct of primary pharmaceutical marketing research, we most frequently use qualitative research, including focus groups and individual depth interviews. As we have written in other documents and taught in numerous seminars, these techniques are not interchangeable in terms of purpose. Whichever methodology is used, however, it is important to remember that the costs of qualitative research are relatively high in comparison to other (e.g., online quantitative) methodologies, given the honoraria which must be paid, costs for facility rental, etc. Thus, it is incumbent on us to get full value from each study we do, especially because qualitative research often serves as the developmental stage for questionnaires that may later be used in follow-up quantitative research that can be worldwide in nature and cost several million dollars. Given all of this, there is a large degree of variability, and often inadequacy, in the way pharmaceutical marketing researchers deal with obtaining full value from the findings of their qualitative research. In this month's published document for The Orange Pages, we provide a practical user guide that outlines the essential elements critical to obtaining full value from your qualitative research. We explore topics related to the conduct of research, including: observers, productivity/workload, corporate culture, videoconferencing/streaming platforms and regulatory issues. The last, and perhaps most important, point we make is that for participation in the qualitative marketing research process to be worthwhile, the entire team occupying the “back room,” physical or virtual, should be trained in the body of knowledge and skills required for “creative listening.” The key elements of creative listening and special considerations for both individual depth interviews and focus groups are explored in this engaging and practical read. To download the complete August 2007 discussion on obtaining full value from your qualitative marketing research, please click here.  Are
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The monthly issue-based discussions that we publish in this newsletter can also be distributed to you in hardcopy format via a complimentary subscription-based resource we publish for our clients called The Orange Pages. The Orange Pages is intended to serve as a living, breathing resource of “Information, Education and Issues Exploration for Today’s Pharmaceutical Marketing Researcher” that we hope will be read with interest and kept within reach for ongoing reference. The format is a three-ring binder designed to hold packets of content that we will develop and distribute on a variety of topics. Content packets will come to you in an easy to identify (and appropriately colored) orange envelope and be delivered on a monthly basis. The materials will be three-hole punched for convenient one-click assembly into your binder.  If you would like to receive a complimentary copy of The Orange Pages binder, and get on our distribution list for monthly addendums, please fill out the form below. Want to learn more on this topic? Please contact:  |
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