Webinar: Using performance practitioners for innovative qualitative research
Published on 18 May 2021
Claire Macchia from THE PLANNING SHOP co-presents EphMRA webinar
On Thursday 20 May 2021, Claire Macchia – VP, North America at The Planning Shop – will be co-speaking at an EphMRA webinar titled ‘Qualitative Research Role Play Using Performance Practitioners’. Claire will be presenting alongside Bryony Thomas and Paul Thomas from PerPharmance, a company which challenges the boundaries of market research by using professionally trained, multilingual actors called Performance Practitioners (PPs) to explore and problem-solve business issues.
During the webinar, Bryony and Paul will discuss the practicalities of using Performance Practitioners for healthcare market research including:
- How to best utilise actors to better observe and understand human interaction in market research
- The benefits and limits of using actors for market research.
Claire will then walk through The Planning Shop’s experience of using PPs in an anonymised case study which focuses on HCP decision-making in a complex chronic therapy area.
Claire will talk about the deeper insights we gleaned, the real-world natural human conversations generated, and the live iterations, experimentations and optimisations that took place.
The webinar looks set to be an interesting session. As a showcase for this innovative approach to market research, it’s definitely worth a listen, especially if you’ve been considering experimenting with PPs.
If you’re an EphMRA member you can listen to the webinar here. (You’ll need to sign into your account.) The webinar will start at 13:30 – 14:00 BST / 14:30 – 15:00 CET / 08.30-9.30 EST.
Enjoy the session, and if you have any questions about The Planning Shop’s experience of using PPs, please get in touch. We’d love to hear from you.