revisiting design thinking - insight...
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REVISITING DESIGN THINKINGAND THE FUTURE OF HEALTHCARE MARKET RESEARCH
March 27, 2018
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“Thinking like a designer can transform the way you develop products, services, processes—and even strategy.”
Design ThinkingTim BrownHBR, June 2008
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empathy
ethnography
customer centricity
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DesignThinking
BehavioralEconomics
cognitive and behavioral psychology
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Mental Models
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Mental Models
Consumers’ misunderstanding of health insurance,Loewenstein et.al., Journal of Health Economics (2013)
TraditionalPlan
SimplePlan
DermatologistChose to go in-network 78% 80%
Ear-ache CareChose urgent careover ER
74% 77%
Blood pressuremedicationsAsk pharmacist to call doctor for generic
78% 81%
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Knowledge:in the head versus in the world
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Knowledge:in the head versus in the world
23% of US physicians use voice assistant for professional reasons
Manhattan Research “Taking the Pulse” (2017)
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Implications for Market Research
Integration of mental models into research design and analytical frameworks
stimulus
consider
search
choose
experienceaffordances
&nudges
ingoingmentalmodel
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Implications for Market Research
Reduced use of traditional questionnaires for exploration or characterization of decision-making
Declarative knowledge
Process knowledge
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Implications for Market Research
Increased use of immersive digital simulations in both quantitative and qualitative research
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Implications for Market ResearchEmergence of the simulation architect
cognitive and behavioral science
experimental design
simulation design principles
basic programming skills
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Thank You
Greg Chu23 Headquarters Plaza, 7th Floor, North TowerMorristown, NJ 07960Mobile: (973) [email protected]