Qualitative Market Research
Qualitative Methods
Qualitative methods include Telephone-Depth Interviews (TDI's), In-Depth Interviews (IDI's), focus groups, and webcam interviews. Appropriate methods are chosen for each project based on research and budget needs. English studies are moderated and analyzed by our in-house qual team, while global studies are translated and then analyzed.
"Beyond the Data Dump"
by Melinda Kizer, QRCA ViewsApril 2007
"Make it Matter,"
by Melinda Kizer, Quirks Marketing Research Review, June 2008
Exploratory Research
Quick, short qualitative studies can provide insight into how participants think about the current offerings in the marketplace, how familiar participants react to a new product, or what the future might look like with new entrants. Qualitative research is necessary when little is known about a market segment. What words do they use? What is important to them? What are the biggest objections? Exploratory qualitative research can be an effective tool to help build a subsequent quantitative study.
Artherosclerosis Conjoint Case Study
Message Research
Message development and message testing can aid in creating and refining messages and communication materials for marketplace readiness. Messages can be tested on their credibility, relevancy, and ability to motivate a change in behavior, like prescribing. The qualitative research can be iterative at first, followed by the last participants confirming what was created.
Concept Testing and Detail Aid
Concept testing discovers participant reactions to an advertising campaign or promotional materials such as a detail aid. Concept testing can be done on-site or as telephone interviews accompanied by electronic, secured viewing of the materials.
Buying Process
A qualitative study can explore the paths and issues associated with the current buying process and how market trends and new entrants may impact that buying process, as well as investigate how and where a product may fit into this process. Hypotheses can be tested, refined or confirmed.
Consumers with Neuropathic Pain Case Study
War Gaming
War games utilize small groups of three to five participants to develop and test positioning or other brand-related ideas for a certain product, often one with a competitive setting. These groups then present their platform, thereby inviting the other groups to comment on and question the information. The groups compete with each other and therefore many objections and barriers may surface about stated material, as well as some ideas on how to counter those perceptions.
Payer Research
Payer groups and decision-makers are critical in today's consideration of the marketplace, given their role in policy creation regarding protocols, reimbursement, and coverage. Additionally, payer groups can lend a future-thinking perspective, as payers' influence can shape the magnitude and character of a brand uptake post-launch.
Diabetes Research Case Study
Managed Care Case Study
Payer Feedback Case Study
Projective Techniques
Projective studies, used to provoke imagination and creativity, typically utilize incomplete stimuli and elicit an emotive response. Mapping exercises, ladder/ benefit chains, or card sorts can be useful techniques for creative development, positioning studies or brand image studies.
Device and Usability Testing
Qualitative research observing the way consumers and health care professionals interact with devices or tools can offer insight in to any barriers or compliance issues a product may have. Prototypes or directions to use can be evaluated quickly and efficiently.
Objection Handling and Barrier Research
Qualitative discussions can help identify negative perceptions or competitive positioning about a product or concept and then test counters against those barriers. Exercises can be tailored to a participant's perception: depending on the barriers a participant reveals, different countering responses can be tested and refined.
Qualitative research focused on patient charts can help researchers and marketers translate the clinical description of a medical condition into the language that physicians hear patients use when describing their symptoms, and the conversations physicians have with their patients. This type of research helps ground the physician or HCP in several actual patients instead of theorizing an approach to all patients.