Ethnographic Medical Research Group (EMeRG), a medical research company, is creating ethnography backed customer-centric medical technology reports in India and other emerging markets. The EMeRG ethnographers and analysts observe and communicate with end users first hand and gauge customer focused information to formulate insights. Elaborating on the need for such research, Founding Director, Krishanu Bhattacharjee said, “To bring relevant technologies and healthcare access to customers in emerging markets, there is a need to be sensitive to varied cultures, ethnic backgrounds, idiosyncrasies related to the work-flow and unique price points within healthcare set-ups. Our ethnographers do just that.” Ethnography-based research has been well accepted in US and other developed markets.
EH News Bureau
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