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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

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