PRESENTATION: Ethnographic Techniques Applied to Innovation
Psyma presents “Ethnographic Techniques Applied to Innovation” at the 2008 PMRG Annual National Conference.
Do you feel that you’ve talked with and about your patients until you are blue in the face? Have you looked at them from every angle and researched yourself into a corner? Are you looking for new perspectives and ways to identify potential new areas of insight?
This presentation focuses on fact-finding tools not commonly used within traditional research parameters. Understanding your patients and the context of their environment is one of the most important factors in creating meaningful innovation. This session provides the following:
- Baseline understanding of ethnography and how this methodology can be applied within the healthcare industry, and specifically to patients
- New and exciting ethnographic techniques to understand unmet patient needs
- Refreshing update on more traditional tools
- Discussion on how to identify and capitalize on key needs
- Case studies of companies that have used these tools and techniques
- Audience work session that allows participants to leverage learnings from the presentation. Small group discussion on how techniques can be applied to specific scenarios
The presentation provides participants with the tools to better understand the current market and develop insights that will lead to innovation in terms of product development, refinement and communications, or simply provide different ways of thinking about the patient and his/her needs.
To receive a copy of this presentation or to schedule a live meeting or webcast, please contact Shara Neidell who will gladly take you or any of your colleagues through these valuable insights.