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ESR™ (Ethnographic Simulation Research)
ESR™ Ethnographic Simulation Research is a technique developed by Segmedica which combines simulation research with ethnographic observational research. The principle is to simulate a real life situation in an actual real world environment. By placing respondents into a real world environment we cue them to demonstrate their natural feelings and behaviors.
As an example, to help clients understand patient behavior and response to stimuli in a physician’s office, we invite patients for an interview in an actual physician’s office out of normal office hours. The waiting room will have a health topic TV channel and appropriate brochures. posters and other material on view. The patient’s activity is videotaped followed by a structured debriefing and interview around how they normally acquire healthcare information and what information they derived from their waiting room experience. Respondents may overlap in the waiting room so that interactions between them can also be recorded.
Other examples can include simulating retail pharmacies, or carrying out research in churches, infusion centers or other places where patient may have significant experiences.
ESR™ Ethnographic Simulation Research allows us to cost effectively conduct a controlled experiment within a totally normal environment and observe the outcome. This technique provides answers about the importance of in-office communications and their impact on patients’ brand awareness, interest and treatment decision-making. This technique can be used with others from Segmedica’s wide range of ethnographic and simulation research techniques to provide superior insights and actionability
Our research is fully HIPAA compliant and 100% quality controlled to ensure accuracy and effectiveness of the conversations.
All patients are carefully screened and psychologically profiled.
ESR™ (Ethnographic Simulation Research)
Find out more about ESR™ (Ethnographic Simulation Research)
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