Webinar Deeper insight using blended research for small samples

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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 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.

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Webinar Deeper insight using blended research for small samples

  1. 1. #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
  2. 2. UNDERSTANDING The Journey
  3. 3. FINDING SMALL SAMPLE our world is full of small samples
  4. 4. 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
  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. 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
  10. 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”
  11. 11. Flexibility & Understanding of how difficult it is 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 SKIM Webinar “Deeper insight using blended research for small samples”16
  15. 15. MaxDiff as a conversation tool to capture, compare, and contrast SKIM Webinar “Deeper insight using blended research for small samples”17
  16. 16. Clickable graphics and mark-up exercises SKIM Webinar “Deeper insight using blended research for small samples”18
  17. 17. Sorting exercises including drag & drop SKIM Webinar “Deeper insight using blended research for small samples”19
  18. 18. Collage building SKIM Webinar “Deeper insight using blended research for small samples”20
  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, itchyHe 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?
  28. 28. Go to www.skimgroup.com/webinars for today’s presentation slides and more! #SKIMwebinar Share your thoughts online: Hannah Baker Hitzhusen h.baker@skimgroup.com +31 10 282 3545 @bakerhitz Mike Mabey m.mabey@skimgroup.com +1 201 281 5152 Abigail Joffre a.joffre@skimgroup.com +1 201 963 8430 @SKIMgroup

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