Healthcare/Pharmaceuticals
Selected Project Summaries
Type of Client Methodology Specific Research Objectives Business Application
Pharmaceutical Company In-depth interviews with:

  • Oncologists
  • Pain management specialists
  • Oncology nurses
  • Explore reactions to a visual aid for a new pain-management product for cancer patients
  • Help optimize the visual aid used by sales reps
Pharmaceutical Company In-depth interviews with:

  • Doctors
  • At-risk consumers
  • Gain insight into at-risk consumers’:
    • Understanding of the condition and risk factors leading to the condition
    • Incentives for — and barriers to — treatment compliance
  • Explore consumers’ and physicians’ reactions to concepts for a product switching from Rx to OTC
  • Help optimize the concepts prior to quantitative testing
  • Provide guidance for marketing decisions
Hospital Separate focus groups with:

  • Visually impaired respondents
  • Hearing impaired respondents (using an interpreter)
  • Wheelchair-bound respondents
  • Gain insight into the challenges that these constituencies face when interacting with hospitals and other healthcare facilities
  • Learn if and how hospitals and other healthcare facilities fail to meet the needs of these constituencies
  • Elicit suggestions for improving the way these facilities and their staff meet disabled patients’ needs
  • Provide guidance for improving how the hospital accommodates patients with disabilities
Pharmaceutical Company Mini-groups and in-depth interviews with moderate and heavy category users
  • Gain insight into category users and their relationship with products in the category
  • Explore attitudes toward specific language
  • Gauge the appeal and relevance of alternative positionings
  • Help guide the repositioning of an existing OTC product, and provide input for strategic and creative development
Pharmaceutical Company In-depth interviews with 45- to 65-year-old women who suffer from the condition that the product addresses
  • Elicit feedback to alternative package designs
  • Explore reactions to specific packaging elements
  • Provide input for optimizing a new package design
Managed Care Organization Focus groups among 64- to 67-year-olds
  • Gain a better understanding of senior citizens’ attitudes toward health, healthcare, health insurance, and Medicare
  • Assess this audience’s awareness and understanding of different Medicare options
  • Gain insight into the Medicare decision-making process
  • Explore perceptions of the healthcare provider and its competitors
  • Help guide communications development
Pharmaceutical Company In-depth interviews with diabetics
  • Gain insight into the reasons driving compliance and non-compliance with regard to following one’s medication protocol
  • Provide input into the development of communications to encourage diabetics to take their medication
Hospital In-depth interviews with:

  • Staff physicians
  • Attending physicians
  • Administrators

Focus groups with:

  • Patients
  • Patient Caretakers
  • Understand the issues, needs, and concerns of the different constituencies
  • Explore perceptions of the hospital and its competitors
  • Uncover the hospital’s strengths to be leveraged and challenges to be addressed
  • Provide input into the development of a positioning strategy
Non-Profit Organization Focus groups with sexually-active unmarried women ages:

  • 18-20
  • 25-29
  • Gain insight into how young, sexually active, American women think about and deal with the risk of STDs
  • Explore reactions to the idea of a microbicide — a substance that could prevent the transmission of STDs when applied vaginally
  • Investigate formulation preferences
  • Uncover potential barriers to usage and how they might be addressed
  • Help guide the development of such a product for the U.S. market
  • Provide some indication about how such a product might be introduced into the U.S. market
Pharmaceutical Company Quads among sufferers of the condition that the product treats Phase 1:Gain insight into:

  • How the symptoms affect sufferers’  lives
  • How sufferers describe their symptoms
  • What certain words and product claims communicate to sufferers

 

Phase 2:

  • Gain feedback to alternative concepts presenting this new product

 

Unique Challenge:
The product category did not yet exist in the United States.

Phase 1:

  • Help develop a deeper understanding of consumers’ perceptions of the condition

 

Phase 2:

  • Help select and refine a concept, to be used in volumetric testing
Pharmaceutical Company Multi-national focus groups (U.S., U.K., Australia) among different segments of the target audience
  • Gain feedback to alternative package designs
  • Explore reactions to specific packaging language and claims

 

Unique Challenge:
The category development, competitive set and competitive packaging differed considerably across countries.

  • Help select and refine a package design (prior to quantitative testing) that would compete well in all three countries
Pharmaceutical Company Phase 1:

  • Focus groups and Quads among Physicians, Product Users and Prospects

 

Phase 2:

  • Quads among different segments of the target audience
Phase 1:

  • Gain insight into users’ attitudes toward and usage of the Rx product
  • Explore physicians’ attitudes toward the Rx product and the idea of a switch to OTC
  • Explore prospects’ reactions to this different kind of product

 

Phase 2:

  • Gain feedback to alternative concepts presenting this revolutionary new product

 

Unique Challenge:
The product was so different from other products in the category that members of the target audience needed to stretch beyond what they know.

Phase 1:

  • Provide consumer and gatekeeper input as the client considered pursuing an Rx-OTC switch

 

Phase 2:

  • Help select and refine a concept, to be used in volumetric testing