Download - Great Wall, Great Reward - Medtronic
Twitter Hashtag #QUAL360
November 20-21, 2013 | Singapore
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Great Wall, Great Reward Finding design-actionable insights for Medical Devices in China
November 21st, 2013
Tico Blumenthal Global Customer Insights Manager Medtronic Shanghai Innovation Center
Prepared for
Image courtesy Alisdair Rae, University of Sheffield. Used with permission.
Why Qualitative in China?
Online has some challenges
Scales have translation and regional issues
China is an insider’s country
V. Unlikely Sl. Unlikely Neutral Sl. Likely V. Likely
Why Qual for Medtronic
What SHOULD be done? What IS done?
Context
Market
Technical
Medical Qual is fun, meaningful & difficult
Clinical
The Great Qual Wall
Insider’s society (relationship)
Format is not familiar or comfortable
High-complexity environment
Cultural pre-disposition to start from mistrust
Family
Relations 2o Relations
Chinese Society Foreigners
More concerning Maybe a journalist Very visible Uncertain relationship Old feelings re: foreigners
Less concerning May give ‘face’ to physician to have a foreign visitor Uncertain social status Outside of social circle – less messy
Diversity in China
Focus
Starting with Difference Enables Insight
Sitting
Sitting
?
Social Value
Examples of medical innovations driven by qual insights
• RestoreSensorTM neurostimulator
• AccuveinTM venous access aid
• Novocath IV
A few learnings for practitioners
• Partner with good ground-level recruiters – the channel of introduction matters! Being blinded is a double-edged sword.
• Start from the top, or risk challenging the hierarchy
• Require translation pre-tests
• Directness will often harm your inquiry if the topic is sensitive
• Abstract questions don’t test well – prototypes are better
• Hang on to articulate respondents – they are precious
Great Walls & Great Rewards
Platinum Sponsor
Association Partners
Media Sponsors
Twitter Hashtag #QUAL360
November 20-21, 2013 | Singapore