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Rx Rationale, using mobile app technology, offers a means of capturing rich, qualitative information directly at the point of prescription, when the physician has just seen a patient and has made the decision about the best course of treatment.
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How a mobile methodology elicited a deeper understanding of the key drivers behind prescribing decisions.
John is a Director in the European client service team. He has 17 years experience in healthcare market research, conducting both qualitative and quantitative projects. In 2000, he started to explore and develop the use of the internet as a research tool. John won the Jack Hayhurst Award for best paper at the EphMRA Conference 2012 in Paris for his presentation on mobile research and is pioneering new research approaches using this methodology.