1. KwaliTools Case Study: Healthcare Research Worldwide
Healthcare Research Worldwide (HRW) (www.hrwhealthcare.com) is a market research agency with over
ten years’ worth of experience in both qualitative and quantitative research in the healthcare arena. In the
summer of 2012, HRW selected KwaliStudio (www.kwalitools.com) as its virtual facility for a phase of online
market research on behalf of its client, a major pharmaceutical organisation. The objectives were multifaceted,
but primarily the aim of research was to gain insight into the patient pathway and to understand any unmet needs
of healthcare professionals along with their treatment perceptions in a specific therapy area.
The online video focus group technology of KwaliStudio allows participants to see and talk to each other live
while enjoying all the benefits of the online technology. The studio permits the researcher to engage with a
geographically dispersed sample with the highest level of convenience and flexibility for both respondents
and moderator.
Methodology:
HRW conducted a series of in-depth trio interviews, both face-to-face and online. In order to obtain a truly
holistic approach, HRW ensured that trios consisted of specialists, pharmacists and nurses who were all experts
in the therapy area.
A standard recruitment method was used for the online trios. The only way in which this was different was
by the inclusion of a question to ensure that potential respondents had a webcam and headset available. In those
cases where respondents did not have a webcam and/or headset, the required equipment was delivered to them
prior to interview.
The KwaliStudio tech check enabled to screen recruits prior the live session with an automatic self-test to
establish if the respondent’s system was compatible (which all of them were).
The benefit of the KwaliStudio, other than flawless conversation with high quality video and
sound, is the special qualitative research driven applications, like the Whiteboard. The Whiteboard allowed
HRW moderators to include projective techniques and share stimulus material, just as they would in face-to-
face interviews. In fact, KwaliStudio not only allowed HRW to use and display mood boards, treatment fact
sheets but also to invite participants to complete tasks as a team. Discussion of treatment pathways was further
supported by using graphic tools, where key points of interest could be highlighted and questioned.
What are the other benefits of using KwaliStudio over regular face-to-face methods?
Obviously, there is no travel time and cost involved, neither for respondents nor for researchers leading to
higher respondent participation. There is also the added benefit that respondents are able to participate in their
preferred environment, which can make all the difference in terms of respondent enthusiasm and engagement
and ultimately, the data that is obtained from conducting such interviews.
Respondents enjoyed using a truly up-to-date tool which not only has all the benefits of modern technology,
but is convenient to use too. This created higher levels of attention and increased activity of participation. For
HRW moderators, it was easy to get accustomed to the research tool, very convenient to use and provided
high quality recordings to assist with analysis and presentation preparation.
What HRW researchers said about their experience with KwaliStudio:
“I think it is very clear that a lot of thought has gone into producing it. I think as a result it is the preferred
platform of the ones that I have worked with.”
“In terms of Kwalitools, I found it relatively straightforward to use.”
“I would use it again”