Research June 2011

We’ve noted a lot of arti­cles about emo­tion and neu­ro­science in recent months (see Research June 2011: http://www.research-live.com/features/measuring-emotion/emotional-research-is-about-more-than-just-measurement/4005491.article).  Hav­ing spent the last 6-weeks or so inter­view­ing patients as part of an exten­sive study, it was a good reminder that emo­tion is part and par­cel of Health­care mar­ket research.  Albeit that the emo­tions observed from patients and physi­cians are entirely different.

Dif­fer­ences of course, are hardly sur­pris­ing: when physi­cian research neces­si­tates an under­stand­ing of emo­tions, this tends to be related to their under­ly­ing attach­ments to brands or the emo­tions that under­pin brand selec­tion.  With patients, research yields an under­stand­ing of their rela­tion­ship with their ill­ness or dis­ease (and of course treat­ment).  And that brings with it an entirely dif­fer­ent emo­tional per­spec­tive.  Either way, it’s the kind of research that makes it that lit­tle bit eas­ier to get out of bed in the morning…