Webinar

Market Research

Exploring a Physician’s Why – A Webinar on Cognitive Interviewing

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WHAT WILL YOU LEARN

In seeking to understand physician treatment decision-making, we are interested in two fundamental concepts: what physicians do and why they do it.

Cognitive interviewing provides a highly effective approach to exploring the physician’s treatment decision-making process without directly asking the question “why?”. In so doing, this valuable qualitative research technique gets past post-hoc rationalizations of decision-making to reveal true drivers of behavior.

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