Consumer Experience in Pharmacy – how to assess drivers and consumer decision journey in pharmacy

We are witnessing an increasingly central role of the citizen-consumer in choices related to healthcare. The pharmacy is no longer just a purchase channel but it has become a place where to gain experience and fundamental competencies in the consumer’s empowerment process: the possibility to get in direct contact with the products and dialogue with an expert advisor can contribute to a conscious and informed purchase choice. From the point of view of market research it then becomes essential to assess consumers’ drivers and decision dynamics in real time, the moment the consumer steps into the pharmacy and starts the decision process. We will present a selection of market research case histories based on an innovative methodology that allows to assess in real time, right at the time of purchase, the consumer dynamics, the factors and influencers that drive the choice in different areas: from food supplements to dermocosmetics down to the choice of a generic drug.