• Like

Using blended research techniques to develop deeper engagement and insights from a small population

  • 292 views
Uploaded on

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 …

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 session 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.

More in: Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
292
On Slideshare
0
From Embeds
0
Number of Embeds
4

Actions

Shares
Downloads
9
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Hannah Baker Hitzhusen SKIM DEVELOPING DEEP INSIGHTS From Small Samples Using Blended Methods
  • 2. UNDERSTANDING The Patient Journey
  • 3. FINDING SMALL SAMPLE our pharmaceutical world is full of small samples
  • 4. Find Small Sample Gain Deep Insights: Blended Methods Ensure Deep Insights to Client 1 2 3
  • 5. BEFORE WE BEGIN
  • 6. Online bulletin boards  Not a free-for-all  Recruited traditionally  Professional moderators  Comfortably anonymous
  • 7. OVER THE PAST DECADE we have asked respondents to be online…
  • 8. Respondents Engaged for Longer Participants not limited by geography More time, deeper levels of information
  • 9. Find Small Sample Gain Deep Insights: Blended Methods Ensure Deep Insights to Client 1 2 3
  • 10. FIND SMALL SAMPLE Fabry disease patients switching medications Phenylketonuria patients who have stopped medication and restarted Any patient who is in the midst of a “drug holiday”
  • 11. Flexibility & Understanding of how difficult it would be to find these people
  • 12. With no relaxing of recruiting standards
  • 13. GAIN DEEP INSIGHTS Blended Methods
  • 14. In-depth probing combined with exercises for fun
  • 15. MaxDiff as a conversation tool to capture, compare, and contrast
  • 16. Clickable graphics and mark-up exercises
  • 17. Sorting exercises including drag & drop
  • 18. Collage building
  • 19. Ensure Deep Insights for clients
  • 20. So MUCH Data Avoid getting mired DELIVER DEEP INSIGHTS
  • 21. Create a draft Insights Report template before the research starts. Prepare
  • 22. What happens at each fork in the road?
  • 23. 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.
  • 24. Continuous Feedback Loop where are they now? And now?
  • 25. 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
  • 26. “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
  • 27. How are you feeling? Fine, good, itchy 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?
  • 28. 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.
  • 29. Q A& Send me your questions: h.baker@skimgroup.com Or call me: +31 10 282 3545