dana barsch janssen, lp. kendall gay kendall gay consulting, inc (usa) session when traditional...
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When Traditional Models Don’t Work: Slippage, Constructionism & Proxy Ethnography
Dana Barsch Kendall GayManager, Marketing Research Qualitative Research Consultant
Janssen, LP Kendall Gay Consulting
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Agenda
• Background / Situation • Traditional methods weren’t working• Needed a new Crystal Ball• Case Study• Client-Consultant Role Reversal
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Background
The future looked bright and clear …
… but the view got cloudy
We’re doing all the right MR ... … aren’t we?
So, what happened?
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Let’s go backwards to see forward
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Social Construction Theory
The Social Construction of Reality,
Peter L. Berger & Thomas Luckmann, 1966.• Simplistically, how people think, categorize and
structure their world to create their own realities.
• Truth is subjective, dynamic and dependent on the individual or the group / society.
• Qualitative research seeks to discover people’s individual & subjective experiences of the world with the intent of learning what is true for them.
…but, there’s a hitch
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Slippage?
… social constructs (reality) can change by environment &/or society. Add to that the lack of innate self awareness and you get … Slippage– What we say or think we do (often, who we imagine or wish
we were…)– What we actually do (often, who we have to be…)
The difference between them - slippage - is fertile ground for understanding &/or changing behavior.
Brad Davidson, PhD
PMRG ANC 2007
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Simplistically, studying a group of subjects in their own environment (Margaret Mead, James Michener)
Understanding how people perceive the world around them – their value systems
Both descriptive and interpretive…
- descriptive, because detail is so crucial, and
- interpretive, because the ethnographer must determine the significance of what she observes and hears...
Brad Davidson, PhD
PMRG ANC 2007
What is Ethnography?
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Case Study
Situation Hypothesis Options RisksUnexpected
Findings
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Situation
• Business question Janssen had been trying to answer for years
• Previous unsuccessful attempts
• Many misleading insights
• Something different was needed
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Hypothesis
• Physicians are actually doing something different from what they say they are doing!
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Methodological Considerations
• Scenario has a low frequency of occurrence
• Cost
• HIPAA (EUDD) & confidentiality
• Inducing undesired reactions from patients
• A small few Dr’s are good at it, most are not
• Controlling for slippage & the social construct
………. welcome creativity!
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Methodological Options
A: Traditional Approach: Ask/Tell
B: Ethnography: Observation of physicians in their natural environments
C: Proxy Ethnography: Constructed environments and role playing
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A - Traditional Approach: Ask/Tell
Physician:
First, I …Then I….
Researcher:
How do you___?
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Observation of physicians in their natural environment is ideal, but it has limitations……
– Feasibility
– Cost
– Timeliness
– Legal Constraints
B – Ethnography / Observation
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C – Proxy Ethnography
1: Describe the overall interview process
2: Moderator introduces patient chart to physician
3: “Proxy” patient interaction exercise in a “proxy” environment
4: Moderator debrief & interview
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Weigh the RISK against needed outcomes
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When to Use “Proxy” Ethnography
• Scenario occurs infrequently, legal constraints &/or security issues
• Skeptical of responses from “traditional” research
• When environment and roles may have an effect
• What they mean vs. what they say is unclear
• To learn “actual” language
• To minimize social desirability bias
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Analytical Considerations
• We rarely observe physicians in the act of treating patients
– A lot takes place that both the physician and researcher are not aware of
• Physicians do not get routine feedback on how they conduct conversations or behave with patients
• It’s difficult for respondents to accurately report what they say and what they do
• Transactional Analysis Theory is a key
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How Findings Impacted the Product
• Physician – Patient language used in interviews were incorporated into sales rep training materials
• New promotional materials • Sales approach, messages & tactics changed• Source data for professional medical education • Developed peer to peer content • Changed metrics used to measure response to
promotion
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• Have fun inventing your own approach
• Brainstorm with the team
• Eliminate boundaries (except legal/regulatory)
• Check egos at the door
• Keep an open mind
• Consider the environment and roles
• Think about how to make the respondent comfortable … and uncomfortable
• Take risks, learn from mistakes, adapt
Keys To Success
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What We Would Like You to remember
• Be a team
• Be inventive
• Expect more from your self, your team and your respondents
• Some valuable insights can be missed by using “traditional” research approaches
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For more information, please contact . . .
Dana BarschManager, Marketing Research
Janssen, LP(609) 730-7644
Kendall GayQualitative Research Consultant
Kendall Gay Consulting(800) 861-7261