Combining data from consumers and traditional medicine practitioners to provide a more complete picture of Chinese bear bile markets

Abstract Understanding wildlife consumption is essential for the design and evaluation of effective conservation interventions to reduce illegal trade. This requires understanding both the consumers themselves and those who influence their behaviour. For example, in markets for wildlife‐based medicines, both consumers and medical practitioners have a role in which products are consumed. We used mixed methods to triangulate data on bear bile consumption from 3,646 members of the public, 80 pharmacy workers and 38 Traditional Chinese Medicine (TCM) doctors in four provincial capital cities across China. Bear bile can be sold legally in packaged TCM products made from farmed bile, or sold illegally, often as raw gallbladders from wild bears. We interviewed medical practitioners, and surveyed the public using both direct questions (DQ) and the Unmatched Count Technique (UCT), an indirect method used to improve reporting of sensitive behaviours. We applied a ‘combined’ UCT‐DQ analysis to produce a more robust consumption estimate. In all, 140 (3.8%) survey respondents directly reported recent (