What follows is a series of overviews on a select group of Judith Robinson's research projects.

Physician Perceptions of Pharmaceutical Names

• Objective: to identify the imagery physicians associate with potential names for a new pharmaceutical product.
  
  
• Employing projective techniques, physicians from a variety of specialties provided insight into the underlying communication of potential names in focus groups, both as a "disaster check" for negative associations and as a search for positive associations related to the efficacy and safety of the drug.
  
  
• Outcome: selection of a name and an alternate with strong positive associations across cultures and medical specialties to be used in the next phase of testing.