health’s heart beats at ipsos · extended interviews (1,5 to 2h for idi’s/3 to 4h for groups),...
TRANSCRIPT
Health’s heart beats at Ipsos! IPSOS HEALTHCARE
1 © 2015 Ipsos.
2 © 2015 Ipsos.
Ethnography
Focus Groups
QualMobile Social Listening Qual Space
(Vision /Focus)
IDIs
Workshops
WhyDive
Motivational Segmentation / (Cenysdiam)
Eye Tracking
Projective Techniques Wargaming
3 © 2015 Ipsos.
ETHNOGRAPHY CENTRE OF EXCELLENCE
Approach
• A capture of the interactions and activities of everyday life based on participant observation + interviews.
Advantages
• The focus is on what physicians / patients really do vs. what they say they do
When to use
• For understanding physicians’ prescription approach
• For understanding phyisicin & patient interaction
• For understanding patient lives and needs
Focusing on what physicians / patients really do vs. what they say they do
IPSOS HEALTHCARE
4 © 2015 Ipsos.
QUAL SPACE ( VISION / FOCUS)
Qual Space Focus Approach
• Conducting focus group discussions online
Advantages
• It provides time and travel cost advantage
• It enables to do focus group discussions with the physicians/ patients both in Istanbul and outside Istanbul at the same time.
When to use
• All types of research
Conducting online in-depth & focus group discussions
Qual Space Vision Approach
• Conducting in-depth interviews online
Advantages
• It provides time and travel cost advantage
• It enables to do interview with the physicians/ patients outside Istanbul, Ankara and Izmır.
When to use
• All types of research
IPSOS HEALTHCARE
5 © 2015 Ipsos.
MOTIVATIONAL SEGMENTATION (CENSYDIAM)
Using human motivation to inspire marketing
Business question
• Who are my potential target group: their way of life, values, personality, constraints, style?
• What are the motivations on this category / indication? The consumption behaviors? The need-states according to the different circumstances of use ? The social representations?
Approach
• Mix of focus groups / Individual interviews and ethnography, with a specific dialogue approach : Extended interviews (1,5 to 2h for IDI’s/3 to 4h for groups), advanced projective techniques
Advantages
• People first - all decisions are made with fundamental consumer needs at the heart
• Precise – granularity of description opens up those needs not yet identified
Input
• Target definition
Output
• Fundamental category pillars
IPSOS HEALTHCARE
6 © 2015 Ipsos.
EYE TRACKING METHOD
Learning what physicians / patients actually see
Approach
• The use of eye tracking device to track the eyes of the participants in order to understand “what physicians / patients actually see” rather than “what they said to see”
When to use
• For testing brochures, websites and packs.
IPSOS HEALTHCARE
7 © 2015 Ipsos.
WHY DIVE
Business question
• How to get to a real-time deeper diagnostic bridged to a quantitative test? Can be done on any topic.
Approach
• Call backs: short telephone or webcam qualitative interviews with specific participants to a quantitative survey
• Or QualSpace Forum as a direct follow-up to a quantitative survey
Advantages
• Quantitative and qualitative results are presented at the same time
Quick and deep understanding of specific target group
IPSOS HEALTHCARE
8 © 2015 Ipsos.
WARGAMING
Getting findings which will help the company understand how to protect against persuasion attempts from the competitor.
Objective • The aim of the wargaming method is to get findings which will help the company
understand how to protect against persuasion attempts from the competitor.
When to use • In order to pit one product ’ s message content and strategy against another’s to
determine which one ‘ wins ’ and how best to attack and defend against attacks from the opposition.
Methodology • Focus group discussions. Participants are teamed up in 2-3 groups and each groups
have one brand to defend against competitor brands. In first round; all groups discuss the advantages of their brand and disadvantages of competitor brand. In the second round; the brand s are changed in the groups . Therefore the advantages and disadvantages of all brands are discuss in detail in the group discussion.
IPSOS HEALTHCARE
9 © 2015 Ipsos.
PROJECTIVE TECHNIQUES
Understanding the relationship between brands and physicians/ patients & the “personality” or “character” of a brand .
Dislike
Aloof
Exploited
Skeptical
Shy
Upset
Embarrassed/Ashamed/Guilt
Apathetic
Bored
Disappointed Worri
ed
Intimidated
Irritated
Lonely
Sad/Depressed
Angry
Hatred
Surprised
Gratitude
Empathy
Entertained
Happy
Inspired
Appreciated
Trust
Warm Fuzzy
Cool/Calm
Love
Motivated
Normal
Confidence
Pride
Curious/Interested
Free
Turned-on
Attraction
Confused
Tired
Emoticons
Reflection
Personification
Brainstorming / “I Wish” Game
Sentence Completion Collage Practicing
IPSOS HEALTHCARE
10 © 2015 Ipsos.
FIELD ORGANIZATION IPSOS HEALTHCARE
IPSOS HC QUALITATIVE FIELD TEAM ORGANIZATION
• QUALITATIVE SUPERVISORS AND FIELD TEAM
MEMBERS USE IPSOS PHYSICIAN / PHARMACISTS AND PATIENT DATABASE AND DO RECRUITMENT ON PHONE.
11 © 2015 Ipsos.
STUDIOS IPSOS HEALTHCARE
4 Studios in Küçükyalı & 1 Studio in Şişli İstanbul Office Our studios are designed in homelike style in
order to maximize the group dynamics and to help the participants speak freely and comfortably in a cozy atmosphere.
Mirrored rooms, adjacent to the qualitative studios, enable simultaneous monitoring of the group discussions and are equipped with high-tech devices (audio, visual, isolation, stabilization).
There are also additional waiting rooms where the participants can relax before and after the group discussions.
12 © 2015 Ipsos.
FACILITIES IPSOS HEALTHCARE
Additionally, qualitative studies are also conducted in 2 regional offices, in Ankara, and İzmir. These offices are also designed in a manner to enable effective and successful group discussions.
Viewing is enabled with closed circuit TV system
13 © 2015 Ipsos.
QUALITATIVE TEAM IPSOS HEALTHCARE
Nihan Kolcuoğlu Insight Partner & Moderator
Melis Özalp Project Executive & Moderator
Pınar Kıvılcım Impact Partner
Filiz Köksal Field Builder - Fieldwork
Filiz Cebe Field Developer - Fieldwork
Ali Arslan Moderator
Ela Akman Moderator
Hüseyin Kalay Moderator
Mühibe Şahan Recruiter – Fieldwork
14 © 2015 Ipsos.
Healthcare Qualitative Contacts
Pınar Kıvılcım Ergün Impact Partner
+0216 587 11 87
Nihan Kolcuoğlu Insight Partner
+0216 587 11 49
Melis Özalp Research Executive
+0216 587 10 83
15 © 2015 Ipsos.
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