“Out of the Labs”: The role for ethnography in guiding clinical trials
Article first published online: 11 FEB 2014
© 2013 by The American Anthropological Association. Some rights reserved.
Ethnographic Praxis in Industry Conference Proceedings
Volume 2013, Issue 1, pages 161–170, September 2013
How to Cite
GARGEYA, Y. and HOLME, M. (2013), “Out of the Labs”: The role for ethnography in guiding clinical trials. Ethnographic Praxis, 2013: 161–170. doi: 10.1111/j.1559-8918.2013.00014.x
- Issue published online: 11 FEB 2014
- Article first published online: 11 FEB 2014
Ethnography and clinical research appear fundamentally disparate, even conflicting. Their very objectives are dichotomous – the latter moves molecules ‘from the lab to consumer market’ in controlled environments, while the former studies the uncontrolled environment of everyday life. However, with the new reality of pharmaceutical research and development, companies are urged to look into new ways of delivering impact and value to payers, prescribers, and users. This paper explores how ethnographic research can fill that role in early stages of pharmaceutical clinical trials, challenging current paradigms of method as well as parameters for success – and how bridging methodologies can open new avenues for ethnographic practice in business.