What is qualitative research?
Qualitative research focuses on understanding stakeholder perspectives through open-ended methods such as interviews, focus groups, and thematic analysis. In pharmaceutical contexts, it is often used to explore patient experiences, clinician decision-making, or payer perspectives in depth.
Why is qualitative research important in pharmaceutical planning?
It provides context that complements quantitative data and can uncover unmet needs, emotional drivers, and nuanced barriers to access or adoption. These insights inform messaging, trial design, engagement planning, and health economic modeling, making qualitative research an essential input into cross-functional strategy.
