medical interviews and focus groups in europe steve fuller informedix marketing research, inc....

Medical Interviews and Focus Groups in Europe

Steve FullerInforMedix Marketing Research, Inc.

Medical-Surgical Market Research GroupApril 3, 2008

The Big Questions

Why focus on interviews and groups in Europe? What are the main challenges? Meeting the Challenge …

• Setting up the project

• Screener and recruiting

• Moderating / interviewing

• Reporting

• Logistics

What about Asia, South America, etc.? Where can I go for help?

InforMedix Marketing Research, Inc. - 20082

Why focus on interviews and groups in Europe?

European countries are the first place most medical manufacturers go, after researching the US.

Qualitative research is different in Europe.• It’s easy to make mistakes and reduce the value of your work.

“Europe” is not a single market• One cannot get a representative European response to device, supply,

and equipment questions.

Quantitative research in Europe is not as complex as qualitative work.• There is a learning curve, but it is not as steep.


What are the main challenges?

In general terms, the procedures for recruiting and moderating are very similar to those in the US.

However:

1. Health systems vary from country to country

2. The roles of physicians, nurses, etc. differ from their roles in the US.

3. Language differences bring many challenges to the process

4. Managing the process remotely – and obtaining good qualitative information – can be difficult.


Meeting the Challenge:Setting up the project


Decide on target markets. UK Germany France Nordics

Define your overall goals and specific information objectives clearly.

Are all your questions relevant in each foreign country? What market segments exist? What sample size is likely to provide results with confidence?

Write out an overview of goals, terminology, etc. so foreigners know what to expect.

Italy Spain Benelux Eastern Europe

Meeting the Challenge:Screener and recruiting


Ideal screener development includes:• Writing in English, asking for review by English-speaking foreign staff

(e.g. sales managers)• Include basic questions like “Could you help us understand …?”• Clarifying the meaning of terms; asking screening questions two or

more ways, to be sure they work.• Translating, then translating back.• Discussing the goals and meaning with foreign recruiters.

Selection of respondents requires careful planning.• In translation, some terms mean different things.• Even in English, the meaning of technical terms can be

different from one country to the next.• The translation process is not perfect.

Meeting the Challenge:Moderating / interviewing

How to compile consistent and comparable information in multiple countries:1. Perform similar interviews / groups in the US first

2. Take the US moderator with you to foreign groups/interviews

3. Conduct UK interviews – and some in other countries – in English

4. Engage native speakers and real-time translators for non-English sessions

5. Watch, listen, and take detailed notes based on English translation

6. Improve the discussion guide as needed, to match your information goals.

7. Do facility or convention interviews first, then office visits


Meeting the Challenge: Reporting

Conduct interviews/groups systematically – one country at a time – and try to draw conclusions specific to that country.

Use English transcripts to review responses and compare.

Use brief rating questions to provide quantification of opinions.

Draw conclusions about one major country (e.g. US or Germany) first, then compare each other market to that one.


Meeting the Challenge: Logistics

1. Avoid a packed travel schedule

2. Learn a little German, French, etc.

3. Find the focus group facility (or hospital or medical office) well in advance

4. Be ready to locate a doctor, etc. within a hospital

5. Be aware of rigid confidentiality standards in Europe

6. Ask a local researcher: trains, planes, or automobiles?

7. etc.


What about Asia, South America, etc.?

Similar suggestions apply to other continents. However:• Respondents are less likely to speak English

• Qualitative research in Japan requires local guidance, knowledge of customs, protocol, incentives, etc.

• Travel time and cost often preclude attendance by US researchers.

• Extra effort may be needed to explain information goals, technical terms, etc.

• Research, translation, and incentive costs can be very high.


Where can I go for help?

ESOMAR maintains a good website to locate specialized foreign researchers.

MedEvent website lists conferences in Europe. US field services sometimes have alliances with

European partners. Manufacturers’ foreign affiliates may have contacts

among market researchers they have used.

Setup options:• “Do it yourself” by phone and email to multiple countries• Use a US researcher with foreign experience• Use a Europe-based research house with a multinational network


The Big Questions Why focus on interviews and groups in Europe?

What are the main challenges?

Meeting the challenge …• Setting up the project

• Screener and recruiting

• Moderating / interviewing

• Reporting

Logistics

What about Asia, South America, etc.?

Where can I go for help?


medical interviews and focus groups in europe steve fuller informedix marketing research, inc....

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