webinar deeper insight using blended research for small samples
DESCRIPTION
What happens when you have a very small target patient population and you want to understand—in depth—their patient journey, the ongoing therapy experience, and triggers and barriers to therapy choice? This challenge of small sample size affects many decisions in the pharmaceutical world, given the emphasis on niche drugs and narrowly defined patient populations. The patient experience we wished to understand occurs over a period of time, so we recruited respondents for an eight-week online bulletin board. Our webinar will give insight into the recruiting methods, and examples of how we used a creative combination of qualitative and quantitative tools and exercises to keep the questions fresh, keep respondents engaged, and develop insightful information about their patient journeys. For more information about SKIM's webinars, visit http://www.skimgroup.com/webinars.TRANSCRIPT
#SKIMwebinar
Share your thoughts online:
Abigail Joffre
Today’s webinar host
Hannah Baker Hitzhusen
Global Insights Director | Qualitative
Deeper insight using blended research
for small samples
Mike Mabey
VP Client Solutions Americas
UNDERSTANDING The Journey
FINDING
SMALL SAMPLE our world is full of
small samples
SKIM Webinar “Deeper insight using blended research for small samples”
Find Small Sample
Gain Deep Insights: Blended Methods
Ensure Deep Insights to Client
1 2 3
4
BEFORE WE BEGIN
Online bulletin boards
Not a free-for-all
Recruited traditionally
Professional moderators
Comfortably anonymous
OVER THE PAST DECADE we have asked respondents to be online…
Respondents Engaged for
Longer
Participants not limited by geography
More time, deeper levels of
information
SKIM Webinar “Deeper insight using blended research for small samples”
Find Small Sample
Gain Deep Insights: Blended Methods
Ensure Deep Insights to Client
1 2 3
10
FIND SMALL
SAMPLE
A high-net worth investor looking to
modify her portfolio
A beer connoisseur who was recently
introduced to a new micro-brew
Any patient in the midst of a “drug
holiday”
Flexibility & Understanding
of how difficult it is
to find these people
With no relaxing of recruiting standards
GAIN DEEP INSIGHTS Blended Methods
In-depth probing combined with
exercises for fun
SKIM Webinar “Deeper insight using blended research for small samples” 16
MaxDiff as a conversation
tool to capture,
compare, and contrast
SKIM Webinar “Deeper insight using blended research for small samples” 17
Clickable graphics
and mark-up exercises
SKIM Webinar “Deeper insight using blended research for small samples” 18
Sorting exercises including
drag & drop
SKIM Webinar “Deeper insight using blended research for small samples” 19
Collage building
SKIM Webinar “Deeper insight using blended research for small samples” 20
Ensure Deep Insights
for clients
So MUCH Data
Avoid getting mired
DELIVER DEEP INSIGHTS
Create a draft Insights Report
template before the research
starts.
Prepare
What happens at each
fork in the road?
Use the discussion guide as an
iterative process.
Execute
Debrief daily or weekly with
moderators and clients.
Create report templates
(weekly, daily?) at the
respondent or country level.
Continuous Feedback Loop
where are they now?
And now?
Depending on length of study,
interim client reports to address the
needs of the client & to ensure on
track to deliver targeted insights.
Deliver
8-week board could equal
20 respondent profiles.
2-week board could equal
10 country profiles
“It feels like the winter
season for me...cold,
barren and not much
color. Gray and white
represent this season of
my life.”
Deep feelings
How are you feeling?
Fine, good, itchy He is always concerned. Calling me at work in
the middle of the day just to check on me... At
first I felt well cared for. Now I just feel like the
sick person in his life. I hate that, being the sick
one. I want to be fun, vibrant & sexy in his eyes. It
feels like my shine has worn off.
Yes.
Yes. Toast and
peanut butter
No, thank you, honey.
Did you take the meds?
Did you eat with it?
What did you have?
Can I help?
Go to www.skimgroup.com/webinars
for today’s presentation slides and more!
#SKIMwebinar
Share your thoughts online:
Hannah Baker Hitzhusen
+31 10 282 3545
@bakerhitz
Mike Mabey
+1 201 281 5152
Abigail Joffre
+1 201 963 8430
@SKIMgroup