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The challenge
Our client had developed a nasal spray for the treatment of a respiratory condition and had initiated clinical research in pursuit of a follow-on indication for the treatment of another chronic respiratory condition. Market research was required to thoroughly understand the patient experience of living with one or both conditions. In addition, our client wanted to identify segments among the patient population to enhance marketing efforts.
The challenge
Our client had developed a nasal spray for the treatment of a respiratory condition and had initiated clinical research in pursuit of a follow-on indication for the treatment of another chronic respiratory condition. Market research was required to thoroughly understand the patient experience of living with one or both conditions. In addition, our client wanted to identify segments among the patient population to enhance marketing efforts.
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The solution
We proposed a hybrid qual-quant approach to address all of the client’s research objectives:
Qualitative phase: We conducted 49 web-enabled IDIs to develop a comprehensive understanding of the rational journeys of patients living with one or both conditions. To explore the emotional impact of the conditions, each respondent was asked to keep a ethnographic multi-media diary, detailing the key events in their journey using video clips and photos. Respondents provided ‘in-the-moment’ insights into their experiences of being diagnosed and living with one or both conditions.
Quantitative phase: To identify, quantify, and prioritise unique segments, we used our state-of-the-art segmentation solution. 501 online surveys were conducted using a range of gamification techniques, maximising the quality of the data collected. The survey questionnaire was designed to focus on potentially differentiating variables, but also included profiling and demographic variables to ensure a rounded picture of the segments could be developed.
Outcomes
We provided our client with a report which integrated the findings from both quantitative and qualitative phases of the research to create fully developed and realised portraits of each segment as well as immersive depictions of both the rational and emotional patient journey.
Patient journey
Segmentation
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