Using Visual Metaphors to Describe Patient Journeys
Date: Thursday, July 23, 2015
Time: 12:00-12:30 p.m. EST/11:00-11:30 a.m. CST (GMT-6)/10:00-10:30 a.m. MST/9:00-9:30 a.m. PST
The Pharma SIG is presenting encore presentation of a session that was given at IIeX Health that was well received by QRCA members who attended the presentation.
Anders Bengtsson, CEO Protobrand will be reprising his presentation from IIeX Health. This webinar will present Protobrand's best known product – Meta4 Insight – and how it can be applied to research projects in Pharma and Healthcare. Bengtsson will expose how Meta4 Insight reveals patients and physicians' deep-seated and often unconscious perceptions, thoughts, and motivations through a mixture of qualitative and quantitative research. In this webinar session you will be introduced to: Meta4 Insight and the beauty behind metaphor elicitation, Case study and results of Meta4 Insight research, and a demonstration and how it can be used for your next research project.
Speaker: Anders Bengtsson, CEO, Protobrand (United States)
Anders holds a Ph.D. in Consumer Culture Theory, and is an expert in projective research techniques and interpretive analysis. At Protobrand, he helps clients translating business problems into research designs that yield actionable insights. Prior to joining Protobrand, Anders was a professor of marketing and has written extensively on how brands become agents of consumer culture. His work has been published in numerous journals including Journal of Macromarketing, International Marketing Review, and the Journal of Product and Brand Management. Anders received his M.S. and Ph.D. in Marketing from Lund University in Sweden.