WEBINAR: Introduction to Ethnographic Research in the Healthcare Industry
"Tools From Anthropology That Help to Build Deep Understanding."
Do you feel you've looked at your customer from every angle and have researched yourself into a corner? Are you looking for a new perspective and an exciting and fun new way to connect with your patients? Have you considered spending time with them in their own environment and getting to know them on a more profound level?
Anthropology is a discipline that seeks holistic understanding of human experience past and present with an emphasis on culture, in-depth examination of context and cross-cultural comparisons. Ethnography is the qualitative study of single groups in their culture through direct contact with them. Ethnography literally means "nation writing" – i.e. the writing of & analysis of the research. When applied to market research, ethnography involves entering into the "consumer's" or "end-user's" natural environment to get a better and more realistic understanding of their attitudes, behaviors and needs, and to understand the context of the environment of use. In-depth understanding of your end-users and their environment is one of the most important factors in creating meaningful innovation.
Shara Neidell, Senior Consultant with the Healthcare Division and Anna Martin, Project Manager with the Customer Behavior & Insight Division at Psyma International, Inc., regularly present ethnographic research overview (Webinar format) as a way for you to understand new and exciting ways of connecting with your doctors, nurses, pharmacists and patients. The time is concentrated on learning about basic theories, techniques and tools used in ethnographic research. The text will come from material published in the 2004 Product Development Management Association (PDMA) ToolBook II. Examples of real life case studies from healthcare companies are discussed.
To receive a copy of this presentation or to schedule a live meeting or webcast, please contact Shara Neidell or Anna Martin who will gladly take you or any of your colleagues through this valuable technique.