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GfK HealthCare | May 2011 | |
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Qualifying the Market in an Online World  With the growth of the internet and significant advances in digital technology over the last few years, modern research techniques have evolved significantly away from traditional face-to-face and telephone interviews. The challenge is to ensure that the quality of information obtained remains high, particularly for qualitative studies, while taking advantage of the reduced cost and greater reach afforded by modern technology. In a recent interview with PharmaPhorum, Vishal Jhanjee, director, GfK HealthCare, shares his commentary on how digital is shaping the health care research space, providing insights into how online qualitative research can best be utilized. In addition, he elaborates on some of the opportunities and pitfalls of online studies and finally, touches on where health care research may be heading in the future. To access the interview, either through transcribed highlights as well as the full interview audio, click here. |
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