PBIRG Annual General Conference
May 20 - 24, 2006
The Fairmont Turnberry Isle Resort
Aventura, FL
At this year's conference Karin Weindel, Vice President of Ipsos Insight's Health & Pharmaceutical practice, and Brighid Delawski, a market research senior analyst with AstraZeneca shared the results of a market share study that used a new research technique which measured the emotional drivers of physicians when prescribing a particular brand of drug.
The presentation offers insight into physicians' decision making process when prescribing medication and how this process might be influenced. When looking at physicians' prescribing habits, functional product attributes such as efficacy, dosing, side effects, etc are studied and analyzed thoroughly. The thinking has been to regard physicians solely as clinicians/scientists without emotional involvement in the decision process, however, the case study shows that physicians, similarly to consumers, are affected by their emotions when making a decision.
Ipsos Insight Health has developed a new and unique approach that not only measures the conventional functional ("hard") attributes but also establishes the impact of "soft" issues such as emotions that influence the decision process. This new approach, used for AstraZeneca, is called Ipsos Project Q.
» Download the presentation from this event: Emotional Insight Research 
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