Qualitative research in healthcare: driving innovation in the pharmaceutical industry

The pharmaceutical industry, which has historically relied somewhat exclusively on natural sciences andquantitative research methods, is undergoing a positive shift toward qualitative research in healthcare. That is, incorporating social science-driven qualitative research methods into health research and industry practice.
Recognizing the limitations of quantitative studies, and the need to understand the humanistic aspects of healthcare, researchers in the pharmaceutical industry are turning toward qualitative methods to uncover deeper and more complex insights into patient experiences and behavior.
However, this shift is not without challenges. Toward understanding the opportunities, drivers, and challenges of this changing landscape within the pharmaceutical industry, we discuss the emergence of social science research methods with select industry representatives and qualitative researchers.