Qualitative research excellence
Our Qualitative Centre of Excellence exists to ensure we continually challenge ourselves to provide the most innovative, intelligent and output-focused qualitative research solutions
Increasingly, our customers need to understand their stakeholders with a greater level of depth and sophistication. We employ both tried and tested approaches as well as newer and more creative solutions to get below the surface and uncover the marketing truths.
Custom qualitative approaches
Depending on your objective, our solution may simply be the use of good quality questioning techniques and projective techniques in group and depth environments.
Observation of the real world
For real immersion into the world of the customer we may recommend using ethnographic approaches involving observation to generate ‘uncontaminated’ findings. We can employ the use of mobile and digital technologies to access customers in the “here and now” of a decision in new and exciting ways. To understand the dynamics between different customer groups, we conduct simulated consultations and interactions to mimic the “real-world” environment.
Understanding the patient journey
Patients needs are now being put at the centre of the marketing strategy, so our qualitative research solutions help you get a deeper understanding of the patient journey from pre-diagnosis through to stabilisation.
We will work with you throughout the research process to deliver insights you can use to direct future strategy. An effective tool is our co-creation workshops, an evolving and iterative process designed to speed up the creative process.
Our experienced senior team supported by our talented researchers are equipped with the skills and creative flair to design and implement qualitative research solutions that genuinely take you further with your decision-making.
- How a combined qual quant approach provided our client with integral insights for continued product development in the HIV space
Our client was looking to develop novel HIV prevention products, and wanted to explore different formulation options.read more »How patient insights were brought to life with graphic novel outputs
The challenge:Our client was developing a novel therapy for the treatment of a rare disease in which patients suffer acute symptomatic attacks; the main burden of disease is not just the acute attacks themselves, but the unpredictability of these attacks, with implications for daily life that include high background stress / worry levels and a great deal of adjustments to daily life. Our client’s new…read more »How Paediatricians and GPs revealed key insights to help develop a science story for a child nutritional supplement
The challenge:Our client needed to develop a science story in order to increase uptake for their child nutritional supplement. Research was required in order to define the patient target, frame the challenge of growth delays to be an effective call to action, articulate objectives for the product and the best way to express its value proposition. The solution:We conducted a mix of “workshop-style” focus groups…read more »
- Our latest articlesGame changer: The role of immersive technologies in the healthcare and pharmaceutical industries
This article, published by Med Ad News August 2019, explores how technological advances in VR/AR are offering new opportunities for conducting healthcare market research.read more »Hasta la vista, maybe? Terminating the Hollywood view of AI in pharma
Marketing Director Julie Denny was recently interviewed by PME Magazine about the use of artificial intelligence in pharma marketing and market research.read more »
Sue heads up the Qualitative Centre of Excellence team with Claire Richardson, Director. Sue has over 20 years experience in market research with a strong background in healthcare, and has particular interest in positioning research, emotional insights and patient research.