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One Size Doesn’t Fit All

Sarah Philips, Ipsos Healthcare, in planung & analyse, 01/2012

Multiple people can impact the success of a pharmaceutical product, from patients and physicians to payers and nurses. Market research needs to consider these different groups of people, all of whom are complex individuals. People can quite comfortably hold contradictory opinions or exhibit behaviours which are not in keeping with their stated beliefs. Many may carefully recycle their rubbish, and reduce the number of plastic bags they use. However, these same people are comfortable to go on distant holidays without considering the environmental impact of airline travel.