great wall, great reward - medtronic
TRANSCRIPT
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Twitter Hashtag #QUAL360
November 20-21, 2013 | Singapore
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Platinum Sponsor
Association Partners
Media Sponsors
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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
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Image courtesy Alisdair Rae, University of Sheffield. Used with permission.
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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
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Why Qual for Medtronic
What SHOULD be done? What IS done?
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Context
Market
Technical
Medical Qual is fun, meaningful & difficult
Clinical
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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
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Diversity in China
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Focus
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Starting with Difference Enables Insight
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Sitting
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Sitting
?
Social Value
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Examples of medical innovations driven by qual insights
• RestoreSensorTM neurostimulator
• AccuveinTM venous access aid
• Novocath IV
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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
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Great Walls & Great Rewards
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Platinum Sponsor
Association Partners
Media Sponsors
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Twitter Hashtag #QUAL360
November 20-21, 2013 | Singapore