We provided an enhanced approach, which incorporated a qualitative element to add more depth to the quantitative findings. This entailed:
- Short (15-20 min) add-on TDIs which went beyond the scope of normal quantitative research by gaining additional insights behind key ‘why questions’.
- Telephone interviews, with the discussion guide outlined via PAPI vs. CATI, allowed maximum flexibility for specific follow-up questions after or during each interview.
- TDI s could take place across all markets, or to answer ‘why questions’ raised in a specific market only.
- Real-time completion allowed specific, detailed probing around key patient questions to add additional insight to quantitative findings.
The research revealed that prescribing was not low due to a lack of awareness; in fact most physicians were prescribing, but only to a small proportion of patients, despite very positive perceptions of the product. The enhanced interviews were able to add insight as to why this was the case; the client’s target patient segment was not recognised as a unique group in clinical practice, instead patients were treated according to a continuum in terms of how affected their QoL was by their condition. The client was therefore able to build market share by increasing depth of prescribing in a more clearly defined (clinically relevant) target group thanks to both the quant outputs and the qual insights.