agile research in action...agile applications real-time customer feedback during product lifecycle...

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Agile Research in Action

2© 2019 M3 USA Corporation. All rights reserved.

Tim Dungey

Client Service Director

M3 Global Research

Speaker

© 2019 M3 USA Corporation. All rights reserved. 3

The buzz…

What is it and where did it come from?


Following a Plan

The Agile Manifesto adopted by software developers in 2001

Processes and Tools

Comprehensive Documentation

Contract Negotiation

Individuals and Interactions

Working Software

Customer Collaboration

Responding to Change

Agile moves into MR…


Change in Mindset Change in Technology

Exploratory / flexible research objectives

Tight focus on business need

Easily digestible insights

“Minimum viable feedback”

Software for quick survey / screening creation

Platforms for faster internal collaboration

Rapid sample access

Live dashboards

Instant video editing

Natural language processing

Transcription tools

Autocoding verbatims

Agile Applications

Real-time customer

feedback during product

lifecycle

Exploratory conversations

with customers to help

build proposals

Quick consumer readOrganic testing and

development of brand

names

Real-time

Conversations Testing Consumer

Gauge consumer

understanding of new

products & services as

they are being built

Gather responses to

developments in the

marketplace as they

happen

Measure consumer

reactions to ongoing

promotions

Gauge

Responses Measure


How to use agile principles to generate insights faster

Case Study

Demand Assessment in Oncology

EU5

n=60 per market

30 minute interview

UK

n=40

7 minute interview

Main Phase Agile Phase


Drivers of Product Selection

Efficacy 5Tolerability 3Efficacy 3Efficacy 4Tolerability 1Tolerability 2Efficacy 1Efficacy 2

56

79

1315

17

28

5

8

4

9

12

1515

33

Main phase Agile


Likelihood to Use Product X / Y

Product X Product Y

27% 33%51% 44%

Main

Phase AgileMain

Phase Agile


Anticipated Market Share Product X / Y

8% 12%13% 14%

Main

Phase AgileMain

Phase Agile

Product X Product Y


What did the

main phase

give us?

Desired outcomes and unmet needs

Baseline prescribing and

uptake in total (and by line

and disease state)

Reactions to product profiles

Drivers of prescribing

Awareness and familiarity with new

agents

Impact of alternative end points

Impact of launch order

Introduction of a third competitor


What did

agile

give us?

Desired outcomes and unmet needs

Baseline prescribing and uptake in

total (and by line and disease state)

Reactions to product profiles


Timeline

7 Days

SET UP

14 Days

IN FIELD

5 Days

ANALYSIS

3 Days

SET UP

5 Days

IN FIELD

2 Days

ANALYSIS

Main Research

Agile Research


Challenges in Healthcare

However, you can consider:

• Standard banks of pre-approved

questions

• Pre-approved survey structure to use

across multiple brands / therapy areas

Approvals!

Long approval times are

not conducive to agile

research


Considerations


Careful

Planning

Less

Context

Self-service

Models

• Getting the deepest

insights from the least

amount of data

• Risk of making more

work for yourself

Fewer data points with

which to interpret results

A lot of knowledge and

responsibility on one

individual

Applications in Healthcare

Customer reaction to competitor approvals / withdrawals

Early assets / BD assessments

Disease prevalence & awareness in preparation for pitch

Use insights to better develop questionnaire / materials

Quick forecasting as part of bigger piece of research

Pre / post campaign sentiment

Exploration of findings from main phase of research

Iterative testing of key messages / product profiles / creative concept testing


Conclusions

• Definite interest in healthcare in less

cumbersome research approaches

• Agile lends itself well to specific

applications

• A useful tool to have in your research

armamentarium


Additional questions?

Contact: [email protected]

THANK YOU

Tim Dungey, Client Service Director

+44 203 034 3203 | [email protected]

agile research in action...agile applications real-time customer feedback during product lifecycle...

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