Ethnographic pharma research
„The voyage of discovery is not in seeking new landscapes but in having new eyes.“
(Marcel Proust)
Not every question has a clear answer and worlds can lie between words and actual behaviour. Respondents often cannot remember individual everyday occurrences during an interview or focus group – sometimes they are not even aware of important details.
An ethnographic market research approach confronts this phenomenon by going back to observational basics.
Ethnographic market research pursues a holistic approach, enhancing understanding beyond words, with the aim of interacting with the target group in its own environment and capturing attitudes and behaviour in the context of everyday reality – outside the “laboratory situation” of focus groups and studio-interviews.
Use Psyma Sight & Sense to
- Experience your target group in their natural environment – at home, at work, shopping …
- Understand the habitual and subconscious behavioural footprints of your target group
- Discover articulated and unarticulated needs, drivers, emotions and motivators
- Recognise the „actual problem”, in order to find a target-group oriented solution