Outlook Research & Planning is a qualitative research firm led by Louise Tracy that has conducted over 1,000 projects across various industries over 30 years. Louise developed exclusive techniques for stimulating deeper insights. She pioneered new methods in healthcare research. Case studies describe projects on men's health, pain management, and contraception that achieved impactful outcomes for pharmaceutical clients through innovative qualitative approaches. The document outlines Outlook's areas of expertise and range of qualitative methodologies used to understand consumer behaviors and attitudes.

1. Outlook Research & Planning

2. Introduction
• Thirty years of conducting qualitative research gives anyone an enormous
under-standing of human behaviour. Add to that more than 1,000 research
projects for hundreds of clients across every industry sector from Big Food
to Big Pharma.
• Top this off with the more than 50 qualitative methodologies, from the
traditional face-to-face, to several provocative techniques developed
exclusively for each project. This means the material will always be
stimulating. The results go deeper and are clearer, with outcomes that
activate and accelerate each project.
• Wrap all this in a palpable passion, with verve, drive and diligence and you
have Outlook Research and Planning.

3. Principal: Louise Tracy
• Louise began her research journey in the late 1980s when she worked for a national
FMCG-focused research agency. She went on to hone her craft with several of
Australia’s leaders of the day, where she listened, learned and questioned.
• Then came the middle-of-the night, lightning bolt of realisation: research techniques
common in FMCG weren’t being exploited in healthcare – and the healthcare industry
was missing out.
• With her passion ignited, Louise launched Outlook in 1996.
• Louise’s enthusiasm for the healthcare industry is reflected in her Bachelor of Human
Movement education, with a major in Psychology, covering nutrition, personal
development, exercise physiology, anatomy and biology.

4. …Louise Tracy – Continued
• Her love of all things advertising, branding and marketing led her to undertake
courses with the Association of Data-Driven Marketing and Advertising (ADMA) in
Account Management, Strategy and Planning and Creative Advertising as well as
gain a certificate in Digital Marketing from the University of Technology.
• While Louise heads every project, she relies on an integrated army of support;
industry experts and niche specialists are part of the team. And true to Louise’s
style, this is no cookie-cutter crew. Rather, they form a cadre of moderators with
credentials in academia, science and the arts.
• Imbued as she is with endless zest and enthusiasm, it’s no surprise to learn Louise
was a junior professional tennis-player. She is disciplined, motivated and
competitive, constantly driven to challenge herself to win on behalf of clients –
often while wearing her tennis shoes.

5. Ethos
• Louise is a pioneer in Australian healthcare qualitative research. Coming from a
FMCG-research background, she pioneered enabling techniques and sample
methods in the healthcare context.
• Louise shines when coaching in-house teams, working with them to get the best
from projective and enabling techniques as well as training participants on how to
interpret findings to create tangible outcomes.
• Where Louise excels is in projects that require sensitivity, maturity and empathy,
interviewing on such topics as diverse as sexual health and rare and chronic
diseases.
• Qualitative has come a long way from the early days of simple focus group Q & As
in a sterile, focus-group-room with a whiteboard. Today we use myriad methods
and sample designs that allows us to tap into a large repertoire of projective
techniques and stimulus materials, be that face to face or online.
• Louise was insistent the word ‘Planning’ be part of the company name. That’s the
critical element of every successful project. You can only measure against a plan.
This gives Outlook’s clients certainty from the outset that milestones are aced and
investment realised

6. Case Studies
Pharmaceutical

7. Case Study 1
• Client – Global Pharmaceutical Company
• Project: Men’s sexual health for strategy, input and directions
• The brief: Understand what men think, feel and say about erectile and sexual health.
• Technique: Projective and enabling with two-moderators.
• Method: A number of discussions across Australia with men and their partners
conducted in the home with two moderators. The moderators, both experienced and
mature, spoke to the partners together, then separately. This identified a wide
disparity in the way the respondents viewed the issue.

8. …Case Study 1
• What we did differently: Worked with two mature lived-experience moderators who
were empathetic and encouraged each partner to dig beneath the surface issues.
• Outcome: The client saw the value of the methodology and replicated it around the
globe. This resulted in a change in marketing skew, language and target

9. Case Study 2
• Client: Global pharmaceutical company
• Project: Pain management
• Brief: Comprehend how people think about chronic pain.
• Technique: Developed an online community showing stimuli in combination with
deep and immersive discussions.
• Method: Bespoke recruitment process focusing on the quality of respondents. The
moderator rang each participant at the start of the campaign and communicated
with them regularly during the process to keep them engaged and let them know
their in-put was important and appreciated.

10. …Case Study 2
• What we did differently: Recommended a three-month program and a three-tier
approach with a pain-management expert, a general practitioner and people
suffering with chronic pain.
• Outcome: Proved highly motivating for participants which resulted in deeper
insights for the client. The feedback said they followed Outlook’s strategic
directions exactly, resulting in sales growth beyond expectations.

11. Case Study 3
• Client: Global pharmaceutical company
• Project: Birth control
• Brief: Develop strategies for long-term contraception options over and above
traditional oral choices and devices.
• Technique: Turnpike method
• Method: Developed and videoed in-home friendship groups among women talking
about the topic. General practitioners were then sent videos to view prior to
discussions with moderators. This ensured they responded to what they were
seeing as opposed to how their own patients are different or how well they
manage their particular patient base. It became clear general practitioners had
vastly different views as to how women were thinking and feeling about the
subject matter, which is why the turnpike method was recommended.

12. …Case Study 3
• What we did differently: The turnpike approach forced healthcare practitioners to
respond to how women really feel rather than their assumptions based on their own
patient population.
• Outcome: Provided communication and strategy direction. The client better under-
stood the emotional minefield and how best to address the patients’ emotions. Also
developed an educational program aimed at general practitioners to elevate their
empathy and understanding of women’s concerns and fears around contraception.

13. Case Studies
FMGC

14. Case Study 4
• Client: Global FMCG
• Project: Elevate the importance of oats.
• Brief: Understand how people think and behave about breakfast together with their
level of understanding and engagement with cereals, fibre and oats.
• Technique: Spoke to practice nurses as well as consumers.
• Method: Patients kept a real-time food diary using smart devices; they tweeted and
sent in Instagram photos, videos and Direct Messages with pictures of their
refrigerator, shopping cart and meals as well as when and where they ate before
meeting for group discussions.

15. …Case Study 4
• What we did differently: An ethnographic-style approach, adding a real-time
qualitative element that provided behaviours as they happened, rather than the
traditional group setting that relies on memories-on-reflection. This generated a
follow-up of quantitative project tracking attitudes and perceptions.
• Outcome: The real-time social media exercise, prior to the focus groups, proved a total
icebreaker and generated lively and creative discussions as well as greater depth of
understanding of their general diets, drilling down to their breakfast.

16. Methods
There’s a long list of method choices for either personal, face-to-face and online settings,
with the following providing some examples.
• In-depth: one on one for length of time necessary to cover each project. These can
range from discussion in the home, office, or medical practices or ‘Walk and Talk” or
or “Shop-Alongs”.
• Paired-depth and Tri-Depth: where a subject-matter expert moderator inter-views two
or three people.
• Mini-groups and Standard groups: where a subject-matter expert moderator
interviews four to six people or six to eight people.

17. …Methods
• Extended creativity groups: creative thinkers are specialty recruited to a group session
that can be from three to four hours with at least two moderators.
• Break out workshops: large groups are divided into several small groups, invited to
share a task between themselves and then with the large group as a whole.
• Innovation workshop immersions: clients and respondents share ideation tasks to
form ideas, create concepts and develop strategy in half-day, full days or extended
workshops over several days.
• Conflict groups: usually six to eight respondents, half of whom have a strength, certain
behaviour or brand loyalty, are put in the same room as those with opposing bias.

18. …Methods
• Turn-pike or turn-style groups: respondents are presented with a video or story of
differing audiences response to an issue and invited to respond with what they see, as
opposed to relying on belief or bias.
• Online communities: 30 – 50 people for short (E.g. five days), or long time-lines (E.g.
three months).
• We have developed a number of tactics that maintain community engagement. These
being extrinsic, monetary incentives and intrinsic rewards, high-lighting the
importance of the participants’ input to the outcome of the project.
• The community receives positive and constructive feedback from the moderators as
the project develops. A number of moderators are engaged to ensure there’s only a 10
– 15 people to each moderator ratio. This means the information overload is well
managed and we distilled into useful, meaningful findings.
• 11 Real Time Qual: whereby respondents message the team via platforms such as
QualSights, twitter, text, Instagram, LinkedIn or Facebook Direct Message or send
photos, videos or texts in response to questions and tasks.

19. Categories
Covering a variety of stakeholders, general practitioners, specialists, patients and key
opinion leaders, we’ve worked on pretty much every medical condition there is, with
clients across pharmaceutical and healthcare. Added to this is a portfolio of wellbeing,
life-style and consumer FMCG projects.
• CHRONIC AND RARE DISEASES: Cardio Vascular Disease, Diabetes, Asthma, Peyronie’s
Disease, Dupuytren’s contracture, Phenylketonuria Phenylketonuria, Hidradenitis
suppurativa, Rheumatoid and Osteoarthritis
• CANCERS: breast, prostate, bowel, lung, sun cancer
• PERSONAL HEALTH: Eye Health: glaucoma, dry eyes, Skin Health: psoriasis, acne,
dermatitis/eczema, Gut Health: pro-prebiotics, laxatives, fibre, Nail health:
onychomycosis, Dental health: sensitive teeth, toothpastes, GENERAL HEALTH:
Vitamins & supplements, pain medications, coughs & colds.
• SEXUAL HEALTH: Sexually Transmitted Infections, Living with HIV, HIV treatments, HIV
testing.
• PAIN MANAGEMENT: Headaches and Generalized Pain, Period Pain, Post-operative
Pain, Opioids, Migraine, Surgical Anaesthetics, Coughs and colds.

20. …Categories
• MENTAL HEALTH: Depression, Anxiety, Schizophrenia, Bipolar.
• AESTHETIC AND COSMETIC: Injectable fillers & freezers, breast implants
• SKIN CARE: A variety of projects from supermarket and chemist brands through to
medical and prescription.
• BEAUTY: Make Up; foundation, lipstick, nail polish.
• WOMEN’S HEALTH: Menstrual product alternatives, breast screening, endometriosis,
menopause, pap tests.
• MEN’S HEALTH: Erectile dysfunction, male pattern baldness.
• FOOD & BEVERAGES: A variety of alcohol and non alcoholic brands, healthy snack
foods, confectionary, fats, oils & spreads, various proteins, fibres & many more.
• BUSINESS to BUSINESS: Australian companies collaborating with Chinese
manufacturers, attracting & retaining Young Chefs.

21. Connect
Call:
Email:
LinkedIN:
Twitter:
0417 358 128
louise@outlookresearch.com.au
linkedin.com/in/louisetracy/
@outlookopinions
Louise Tracy
CEO