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Great Wall, Great Reward - Medtronic
 

Great Wall, Great Reward - Medtronic

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Presented by Tico Blumenthal, Global Customer Insights Manager, Medtronic ...

Presented by Tico Blumenthal, Global Customer Insights Manager, Medtronic
at Qualitative360 Asia 2013
19-21 November 2013, Singapore

This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://qual360.com/

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    Great Wall, Great Reward - Medtronic Great Wall, Great Reward - Medtronic Presentation Transcript

    • November 20-21, 2013 | Singapore Twitter Hashtag #QUAL360
    • Platinum Sponsor Media Sponsors Association Partners
    • 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
    • Image courtesy Alisdair Rae, University of Sheffield. Used with permission.
    • Why Qualitative in China? Online has some challenges V. Unlikely Scales have translation and regional issues China is an insider’s country Sl. Unlikely Neutral Sl. Likely V. Likely
    • Why Qual for Medtronic What SHOULD be done? What IS done?
    • Medical Qual is fun, meaningful & difficult Context Market Technical Clinical
    • The Great Qual Wall Cultural pre-disposition to start from mistrust High-complexity environment Format is not familiar or comfortable Insider’s society (relationship) Family Relations 2o Relations Chinese Society Less concerning May give ‘face’ to physician to have a foreign visitor Uncertain social status Outside of social circle – less messy Foreigners  More concerning Maybe a journalist  Very visible Uncertain relationship Old feelings re: foreigners
    • Diversity in China
    • Focus
    • Starting with Difference Enables Insight
    • Sitting
    • Sitting ? Social Value
    • Examples of medical innovations driven by qual insights • RestoreSensorTM neurostimulator • AccuveinTM venous access aid • Novocath IV
    • 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
    • Great Walls & Great Rewards
    • Platinum Sponsor Media Sponsors Association Partners
    • November 20-21, 2013 | Singapore Twitter Hashtag #QUAL360