We were delighted to exhibit and present a paper at the Pharma Market Research Conference June 13-14 in San Francisco, California.
Representing Research Partnership were Director Steven Helm and Associate Director Kira Pillai, co-heads of our San Francisco office.
Steven and Kira co-presented ‘How to Generate Rich, Contextual, Real-World Insights Using Digital Ethnography’ on day two of the conference.
Digital ethnography offers a practical and non-intrusive alternative to in-person observation. By leveraging the power of the smartphone, it enables researchers to walk a mile in the shoes of the customer, both patients and physicians. It allows pharma to gain an understanding of the healthcare journey from their perspectives, as told by them, by documenting what really matters and how their experiences affect their daily lives and decision-making.
In this presentation, Steven and Kira explained how digital ethnography goes beyond traditional qualitative methods to explore the ‘unknowns’ and the ‘known unknowns’ using behavioral science principles. In addition, they explored the potential opportunities for digital ethnography research in healthcare and share a range of case studies addressing a number of different objectives, including an award-winning project conducted with head and neck cancer patients.
Steven and Kira were also on hand to share with delegates our current research offerings as well as all of our latest resources and giveaways at our stand in the exhibitors hall. Visitors to our stand also had the opportunity to enter our prize draw to win a Click and Grow Smart Garden.
If you or your colleagues were unable to attend this year's conference and would like to find out more about our paper then please feel free to contact us.