October 2006: US operations is launching its new "Behavior and Insight" division
We are excited to continue our US expansion by launching a new division specifically dedicated to "Customer Behavior and Insight" research. For decades, the consumer industry has led the way in going beyond conventional interviewing techniques, in order to better explore and understand customers' attitudes and behavior. The launch of our CBI division is aimed at bridging some of the most innovative research techniques found in the consumer world with the traditionally more conservative pharmaceutical world.
Among others, ethnographic research is a technique that is increasingly being used in the pharmaceutical world, among both patients and prescribers to better understand:
- How disease states impact patients' life, needs, drivers, motivators, compliance and behaviors
- Emotional and psychological drivers, which influence messaging, advertising and positioning of a prescribed product across the value-chain
- The context of behavior and interactions between prescribers, influencers, caregivers and patients, which effect compliance, usage and prescribing behavior
- How packaging, literature and ergonomics influence the correct usage of a drug
To learn more about ethnographic research and how it can make a difference in addressing your business issues, please contact Lois Sesskin who will gladly set up a capabilities presentation to demonstrate our expertise in this field.