Discover through pharma case studies, how you can join other organisations in using narrative research to engage respondents in a new way, unlock new insights and make better decisions. 

Whether it’s helping key segments overcome their barriers using behavioural techniques for OTC products, or creating brands that tell a more compelling story, narrative research can allow and encourage respondents to express themselves in narrative form revealing insights that can’t be reached through traditional methodologies.

Purpose

Narrative research is starting to emerge as a new and increasingly important group of methodologies in the insight space. It has qualitative and quantitative variants, both oriented around listening to the stories people tell about their experiences and future plans. These methods are starting to become more important in the healthcare research space, and we would like to present a one-hour webinar introducing members to narrative research and how it works – as applied at companies like Sanofi, Bayer and Ferring Pharmaceuticals. 

Stories are fundamental to human life, culture and thinking. Over hundreds of thousands of years, humans have developed the natural ability to share information via stories, and our brains are wired to be receptive to stories, to describe the world through stories and to use narrative thinking to plan for the future. Studies show that information presented in a story form is remembered at least 20 times better than pure data. 

While storytelling has received prominence in recent years as a tool for sharing insights with stakeholders, the other side of the coin is listening to stories or storyhearing. When you allow and encourage research respondents – including patients or HCPs – to express themselves in narrative form, they open up and reveal more, providing all sorts of insights not available from straightforward questioning: 

• Their true values 
• Their beliefs about cause-and-effect in the world 
• How they would make decisions in future scenarios

What can you expect?

In the webinar, we will present examples of narrative research, both qual and quant, including several case studies from pharmaceutical and healthcare projects. We will show how the narrative approach has engaged respondents in a new way, unlocked new insights and led to practical new marketing solutions. 

The narrative approach is backed by solid scientific research, and we will provide a reference document for all attendees with details on the foundations of this approach, and tips on how it can be practically applied. 

Who should attend?

This webinar is aimed at researchers of any level involved in consumer or patient-facing research in the healthcare and pharmaceutical industries (researchers working with HCPs will also find some value). It will be particularly valuable for researchers working in brand, OTC or OTC switch categories, and those interested in using behavioural science to gain deeper insights that surface level traditional research can’t reach. Anyone who is interested in keeping up to date with new and emerging research techniques will also benefit.

Skills Framework Tags: 

Roles & Domains

Fieldwork | Qualitative Market Research | Quantitative Market Research | Customer Analysis | 

Business Skills

Communication & Storytelling

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Speakers

This webinar will be run by Leigh Caldwell - Partner | Irrational Agency To find out more about Leigh and his experience in this area read their full profile in the BHBIA Speaker link on the right.

Speakers supporting BHBIA Professional Development do so in order to promote Thought Leadership, discussion and innovation for the benefit of the membership. They also do this on a voluntary basis for which the BHBIA is grateful. Don't forget to provide your feedback scores for the event as these will enter the event and speakers into our annual BHBIA Professional Development Awards - recognising excellence in Thought Leadership.

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Fees and booking

Webinars are a free benefit to all BHBIA Members. Please note you must be logged in if you are a member or join as a registered user to book online.

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