Key Research Tools

Qualitative Techniques

• Face-to-face in-depth interviews
  • In viewing facility, doctor’s office or patient’s home
• Duos or paired interviews / trios
  • Conflict & construction, profound insights and sensitive areas
  • PCP + specialist / Patient + carer + partner
• Focus groups
  • Healthcare professionals, patients and consumers
• Mixed focus groups
  • PCPs + specialists; mixed specialists
  • Generate deeper insights and holistic understanding
• Extended groups
  • To “deep dive” into topics
• Tele-depth interviews
  • Payors, Key Opinion Leaders and difficult to reach respondents
  • To involve internal and external stakeholders and decision makers, to understand barriers to entry and the value drivers

Advanced Qualitative Approaches

• Projective and enabling techniques to go beyond the rational and gain deeper understanding
  • E.g. mood-boards, collage and laddering to identify underlying needs and values for positioning and brand development
  • Generate deeper insights and holistic understanding
• Creative Workshops to aid positioning, messaging and communication development
  • E.g. role play, team and individual exercises
  • Generate deeper insights and holistic understanding
• Dual moderation focus groups
  • Hypothesis generation and testing to understand the marketing landscape
• Brand Audit Workshops
  • Stakeholders within pharma. company / HCPs
  • Understand emotional triggers, functional attributes and needs
  • Develop and refine positioning, core brand values, brand promise and personality