This method is based on Haire’s shopping list study, 1950, developed on the subject of instant coffee. Consumers had to describe the buyer profiles corresponding to several different shopping lists. In this way, consumers don’t tell what they think about a product, but rather what they think of the person who is buying it.

To adapt to the healthcare industry, we at TMTG, have developed, derived from the Haire’s shopping list, the imaginary doctor methodology. Respondent is required to describe, in details, the prescriber of a given medication and the reasons for choice based on the issued prescription (vs. shopping list).

This high level approach enables us to define a doctor’s innermost convictions concerning a therapeutic approach. We developed a specific approach to the imaginary shopping list for OTC markets and the high street pharmacy sector.