Merging quant and qual approaches

In order to implement a strategic marketing plan, it is critical to understand what drives the decisions of physicians when they prescribe pharmaceuticals. Conventional market research methods fall short in the deeper understanding since often the measurement (physician interview) takes place long after the occurrence (patient consultation). The resulting time lapse leads to over-rationalization and generalization, missing the depth behind physicians’ prescribing decisions.

In this infographic, we explain how we’ve used mobile technology to overcome the lost time element by employing a Mobile Survey App to get closer to the moment of prescribing.