kaplanresearch

CAPABILITIES AND

INNOVATIONS

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Why ChooseKaplanResearch?

EXPERIENCE MATTERS

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Tried and True Qualitativeand Quantitative Services

Innovations and Specialties

Telephone Focus Groups

10+100

ReCAP

KaplanResearch, Inc.

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Experienced, creative researchers

Understand the healthcare landscape

Tried and true qualitative and quantitative

methodologies

Innovations, like ReCAP and 10+100, designed to meet

our clients’ specific needs

Expertise with small start-ups and multinational

companies

The flexibility, individual attention, and good value that

only a small company can provide

Marketing perspectives, gained from working on the client

side and as external consultants

The advantages of a full-service organization

In business since 1992

We don’t just

report information.

We help you decide

what to do with it.

KaplanResearch, Inc.

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Clients include:

Global pharmaceutical companies

Device manufacturers

Biotechs and startups

Service suppliers

Hospitals and hospital groups

Physician groups

Community organizations

Advertising agencies

QualitativeServices

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Focus Groups

In-person and telephone

Triads and mini-groups

In-depth Interviews

In-person and telephone

Key opinion leader interviews

Managed care decision-makers

Webcam research and other internet-based

methods

Clear, to-the-point reporting

Conclusions based on the research

With a marketing perspective

Actionable recommendations

QuantitativeServices

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Types of Studies & Techniques

Attitude and Usage

Concept Development and Testing

Conjoint Analysis/Choice Modeling

Gap Analysis

Market Segmentation

Market Sizing

Pricing Research

Methods

Most studies conducted online (CAWI)

Maximizes respondent participation and

convenience

Facilitates presentation of visual stimuli

Other methods: telephone, in-person, mixed,

employed as needed

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Innovations andUnique Expertise

Telephone Focus Groups | ReCAP | 10+100

Telephone Focus

Groups

Experience Matters

Conducting a telephone focus group is a complex

task

KaplanResearch moderators have been doing it

for the healthcare/pharmaceutical industry >20

years

Benefits Include

Better physician sample

Geographical distribution in every group

Eliminates sponsor travel

Saves time and money

Respondents forced to be more articulate

Sponsor can join the group to ask a question or

probe an issue more deeply.

Direct, real-time communication between sponsor

and moderator

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ReCAP

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Sales and Marketing Working Together

Created for a global pharma company that needed to know how

new “upgrade” message was being delivered by the sales force –

as well as how it was being received.

Tests how messages are being delivered, and

how they are being heard – or not being heard

NOT a technique to test reps

Allows sales and marketing hear – together – what

customers/prospects are saying when a company rep is not around

Current Utilization

Typically as a series, with one group per sales region

Before, after, and during product launches

After new sales materials/ad campaigns are implemented

Before and after major sales training/meeting/event

Grew out of our

telephone

expertise

ReCAP | Imagine a focus group within a focus group

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130-minute teleconferences,

each with 8-10 field reps to

discuss recent sales calls,

challenges and successes.

Establishes a frame of

reference for listening to

the physicians.

2 3

HQ team has heard it all, and can join reps for the ReCAP

60-75 minute telephone focus

groups with MDs. Reps in

“listen only” mode, hear MDs

discuss the product and

class, its position in the

market, and the competition.

Reps return for a “ReCAP,”

to discuss what they heard

and the implications for

their selling strategy. Reps

share their ideas about fine-

tuning the marketing

strategy.

Created for our start-up clients – who are

always short on time and money, but long on

research needs

Compressed timeline gains key market

research insights quickly

5 - 6 weeks from kick-off through results

presentation

Solid qual/quant research design

10 depth qualitative interviews

100 online quantitative interviews

Single market segment

Domestic US (and Canada)

10+100

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10+

100

: F

ast

Tim

eli

ne

Week 1 2 3 4 5 6

PHASE 1 QUALITATIVE

Determine Screening Criteria

Develop Discussion Guide

Recruit Respondents

Conduct Research

Analysis & Report

PHASE 2 QUANTITATIVE

Draft Survey

Programming & Pre-test

Field Survey

Coding & Data Processing

Analysis & Report

Researchers shadow each other to be ahead of the curve

Quantitative phase begins early

Researchers incorporate learnings along the way

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WHY CHOOSE KAPLANRESEARCH?

Expertise that comes with decades of conducting health care research

A broad understanding of the healthcare landscape

Experience in aesthetics

A small, but full-service company providing outstanding client service by seasoned professionals

Clear, to-the-point reports and analysis

A marketing perspective

Actionable recommendations

BecauseExperienceMatters

Closing

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