Hannah Baker Hitzhusen
SKIM
DEVELOPING
DEEP INSIGHTS
From Small Samples
Using Blended Methods
UNDERSTANDING
The Patient Journey
FINDING
SMALL SAMPLE
our pharmaceutical world
is full of small samples
Find
Small
Sample
Gain
Deep
Insights:
Blended
Methods
Ensure
Deep
Insights
to Client
1 2 3
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
Find
Small
Sample
Gain
Deep
Insights:
Blended
Methods
Ensure
Deep
Insights
to Client
1 2 3
FIND
SMALL
SAMPLE
Fabry disease patients switching
medications
Phenylketonuria patients who have
stopped medication and re...
Flexibility &
Understanding
of how difficult it would
be to find these people
With no relaxing
of recruiting standards
GAIN DEEP INSIGHTS
Blended Methods
In-depth probing
combined with
exercises for fun
MaxDiff as a
conversation
tool to
capture,
compare, and
contrast
Clickable
graphics
and mark-up
exercises
Sorting
exercises
including
drag & drop
Collage
building
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 repo...
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 ta...
“It feels like the winter
season for me...cold,
barren and not much
color. Gray and white
represent this season of
my life...
How are you feeling? Fine, good, itchy
Yes.
Yes. Toast and
peanut butter
No, thank you, honey.
Did you take the meds?
Did ...
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. ...
Q A&
Send me your questions:
h.baker@skimgroup.com
Or call me:
+31 10 282 3545
Using blended research techniques to develop deeper engagement and insights from a small population
Using blended research techniques to develop deeper engagement and insights from a small population
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Using blended research techniques to develop deeper engagement and insights from a small population

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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.

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

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

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