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Research Papers
Who’s eaten my porridge?: Discovering brand image differences
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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.
This paper intends to examine how, using a mixture of advanced elicitation and projective techniques, the world-leading brand in a therapeutic category discovered why it was losing brand share in major EU markets to the number-two brand. In addition, we will discuss how techniques such as NLP and transactional analysis were used in the analysis phase to lend further weight to our conclusions.
Author(s): Neil McPhee, Graeme Chrystal
Date of publication: 06.02.2008
ISBN: 92-831-0216-9
Order Code: S326_06
Number of pages: 13
Themes: Healthcare / Pharmaceutical
Conference collection: Global Healthcare 2008
All papers from Global Healthcare 2008 :
- Do I want to be beautiful?: Consumer decision making for cosmetic surgery
- How potent is my potion?: Intuitive judgments in consumer decision making for OTC products
- What do you do when everything is OTC?: Understanding consumer choice in the Arabian Gulf
- Determining the market for a new vaccine: The use of “last patient analysis''
- Contrasting two cultures: Consumer choice differences between Japan and Australia
- Who’s eaten my porridge?: Discovering brand image differences
- Brand iconography: The power of images in the consumer’s mind
- Fast moving consumer and OTC products: Zoom on marketing effectiveness
- A matter of belief: How RTBs can make a difference in efficient healthcare branding
- Effective communication through market research: Case study on colorectal cancer
- Consumers going online: The demand of online patient communication
- The power of communication: Consumer dialogue for OTC products
- The 65+ Consumer: Addressing specific needs enhancing communication
- The healthcare journey: Understanding clinical experiences from the patient and caregiver perspectives
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