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Exploring the consumer perspective on antimicrobial resistance.
Wellcome Trust (London, England)
Drug Resistance, Microbial
"Good Business has conducted some in depth qualitative research into people's relationship with antibiotics. The aim was to get a deep understanding of how people think and feel about antibiotics, their current understanding of the resistance issue and the language they use around this area - how they talk about it and what words they use. This will become the foundation for future engagement efforts, ensuring that they are built from a genuine understanding of where consumers currently are on this issue and how it plays out in their lives" -- Background.