bertram group consulting overview of a qualitative research study consumer satisfaction 2006

Bertram Group Consulting

Overview of a Qualitative Research Study

Consumer Satisfaction

2006

Bertram Group Consulting 2

Background

• The client markets a pharmaceutical product for treatment of a chronic, often progressive disease

• A variety of programs and services are offered to physicians, patients and their care partners to support their selection and use of the company’s product.

• The focus of this research is a monthly teleconference targeted to people with the disease and their caregivers who are interested in learning more about the disease, treatment options and ways to mange symptoms and side effects.

– Open to any who registers in advance via an automated phone system, including patients currently using competitive products.


Objectives

• The objectives of this research are to:

– Profile participants in terms of the status of their disease, history of treatment and basic demographics

– Understand participants perceptions of the teleconference content and structure.

– Identify factors that motivate participants to listen

– Determine actions taken as a result of the teleconference


Methodology

• Qualitative: small sample (n=25)

• In-depth telephone interviews

– To be completed within 2 days after the teleconference

• Random sample of participants

– Geographic distribution

– Representative mix of gender (65% female)


Process• Sample

– List of participants who “opted in” provided by conference system vendor

Name, state, accurate phone number

– HIPPA requirements

– Do not want to irritate people

– Sets an expectation (good/bad)


Process

• Discussion guide

– Key issues identified by client

– Moderator determines wording and logical flow

Loosely structured

Combination of open and closed-ended question with probes

Rating scales

– Often modified after 1st 2 or 3 interviews


Process• Pick up the phone!!!

• Most are very receptive when you have the opportunity to explain why you are calling

– Caller ID / screening calls

– Leave voicemail

– Work the 4 US time zones

– Some call back (often at odd hours)


Process• Interviewing – Moderator’s role

– Consistency

– Keep on track – many suffer from memory problems and confusion

– Ensure common understanding of questions and elicitation of appropriate answers

– Identify important issues that surface and require probing

– Respondents run the gamut

Direct and on point

Depressed

Lonely

Angry


Process

– Do not want to make respondents feel bad or anger them

– Stay on task

– Take notes as needed

– Make sure conversation is recorded

– Sometimes play social worker or counselor

– Remember - client is often listening silently but will give feedback after the interview

bertram group consulting overview of a qualitative research study consumer satisfaction 2006

Documents