الثلاثاء، 12 فبراير 2013

The marketing mindset

Last night I was at a market research interview, and we had this exchange. I have no idea what it means.


Suit guy: "Doctor, please look at this graph, showing speed of onset after the patient uses the drug's inhaler. What are your thoughts?"

Dr. Grumpy: "Well, it's pretty consistent, regardless of pulmonary function, but obviously the patient will have to be trained to use it properly."

Suit guy (makes notes): "And here, do you think this instruction sheet is self-explanatory?"

Dr. Grumpy: "Yes, but it would be nice to also have a demo unit in the office, to show patients how to use it."

Suit guy: (makes notes) "Who was your favorite superhero in childhood?"

Dr. Grumpy: "Doctor Fate."

Suit guy: (makes notes): "This page shows the side effect profile compared to placebo, with frequency of drug discontinuation on the left..."

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