It’s easy enough for us to talk about the virtues of psychoanalytics, but it all means nothing if our clients aren’t satisfied. With this in mind, we decided to go directly to one of our clients to find out what he thought. Jorge A. Villenueva, Sr. Manager of Marketing Research & Business Analytics at a global biopharmaceutical company, used our psychoanalytics in a recent market research project, and was happy to oblige. We invited Jorge to our Toronto office for an interview with our SVP Melanie Kaplan.
Mel: Psychoanalytics is a social science that has had limited application in market research, and, as you know, we apply psychoanalytics in many of our studies. Sometimes, though, we find that clients may be a little reluctant to try new methods and are more comfortable sticking to what they know. What was it that interested you in incorporating psychoanalytics into your research study?
Jorge: It’s a very useful supporting tool in market research because it actually helps us to understand the behavioural component in the pharmaceutical industry (where we’re always doing research). In the case of patients, when we talk about the patients’ needs, we understand both the behavioural and perceptual components. It’s also very, very important when we’re trying to address so-called unmet needs.
Mel: What did you expect psychoanalytics to provide that other methods – such as ethnography and psychographics – would not be able to provide?
Jorge: It would provide overall stronger and also cleaner results because you can actually understand exactly why the decision is being made and what is exactly driving the decision besides the usual or logical behavioural component.
Mel: Do you feel psychoanalytics did in fact uncover the ever elusive emotional insights?
Jorge: Yes, I think that it was kind of peeling off the emotional from the perceptual and behavioural components and leaned it towards more concrete and objective items about the research. Even with words, images, or association to images that were linked to emotions and not necessarily only to thoughts and perceptions.
Mel: How have the psychoanalytics results contributed to marketing strategy and/or tactics?
Jorge: Well the psychoanalytics was part of the overall findings, but I wouldn’t say that it was solely or merely the psychoanalytics portion that we listened to or we based a lot of our strategies on. Because all of the insights that come out of market research, we use them all to build or develop strategies.
But the psychoanalytics part provided us with a more solid ground. Why we should be doing this and not that, specifically when constructing sentences and verbatims. It was not only the overall marketing and communications strategy, but even when thinking about specific images and specific verbatims and specific sentences, or as we say ‘key selling messages.’ We were trying to use the right wording, the right approach, and psychoanalytics provided us with very good guidance towards the construction of such things.