Download - Using blended research techniques to develop deeper engagement and insights from a small population
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Hannah Baker Hitzhusen
SKIM
DEVELOPING DEEP INSIGHTS From Small Samples
Using Blended Methods
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UNDERSTANDING The Patient Journey
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FINDING
SMALL SAMPLE our pharmaceutical world
is full of small samples
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Find Small Sample
Gain Deep Insights: Blended Methods
Ensure Deep Insights to Client
1 2 3
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BEFORE WE BEGIN
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Online bulletin boards
Not a free-for-all
Recruited traditionally
Professional moderators
Comfortably anonymous
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OVER THE PAST DECADE we have asked respondents to be online…
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Respondents Engaged for
Longer
Participants not limited by geography
More time, deeper levels of
information
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Find Small Sample
Gain Deep Insights: Blended Methods
Ensure Deep Insights to Client
1 2 3
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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”
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Flexibility & Understanding
of how difficult it would
be to find these people
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With no relaxing of recruiting standards
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GAIN DEEP INSIGHTS Blended Methods
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In-depth probing combined with
exercises for fun
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MaxDiff as a conversation
tool to capture,
compare, and contrast
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Clickable graphics
and mark-up exercises
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Sorting exercises including
drag & drop
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Collage building
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Ensure Deep Insights
for clients
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So MUCH Data
Avoid getting mired
DELIVER DEEP INSIGHTS
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Create a draft Insights Report
template before the research
starts.
Prepare
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What happens at each
fork in the road?
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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.
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Continuous Feedback Loop
where are they now?
And now?
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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
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“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
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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?
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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.