making market research actionable: ensuring that key stakeholders deeply experience and act upon...
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Nicole Drake | 22/10/2014 | Mainz, Germany
Making market research actionable: Ensuring that key stakeholders deeply experience and act upon insights
Report, presentation, report…
2
The Cone of Learning
After 2 weeks,
We tend to remember…
P
A
S
S
I
V
E
A
C
T
I
V
E
10% of what we READ
20% of what we HEAR
30% of what we SEE
50% of what we
SEE & HEAR
70% of what
we SAY
90% of what
we SAY & DO
Reading
Hearing
Words
Seeing
Watching a Movie
Looking at an Exhibit
Watching a Demonstration
Seeing it Done on Location
Participating in a Discussion
Giving a Talk
Doing a Dramatic Presentation
Simulating the Real Experience
Doing the Real Thing
Source: Edgar Dale (1969)
3
Connected, but
Not Truly Connected…
4
Global, regional, and local
cross-functional teams unite
5
Increased impact!
6
Case Study:
Allergy Patient
Immersion Session
7
• Map out the patient
journey
• Create a behavioral
patient segmentation
• Generate video footage
for internal educational
purposes
Study Objectives
Business Objectives:
• Develop positioning for
a new product strongly
rooted in patient insights
• Raise internal
awareness about the
impact of the disease on
the patient
Market Research Objectives
8
Patient Immersion Session
OBB Report
Segmentation Workshop
Quantitative Report
Segmentation Videos
Mixed Methodology
9
Online Bulletin Board
Quantitative Survey /
Segmentation
In-home Interview
Patient Immersion Roadmap
10
11
Experience
11
Respiratory Allergy Patient Journey
12 12
Respiratory Allergy Patient Journey
3 - 10 years
3 - 5 years
Diagnosis
85% GP (>UK)
15% Specialist (>IT)
Prescription
Nasal Corticosteroids
and/or Antihistamines
Allergy
Immunotherapy
Diagnosis made
based on:
• Family history
• Skin test
20% of all allergy
patients are initiated
on allergy
immunotherapy
13
First
symptoms <12 y/o
(Seasonal) nasal
congestion, sneezing,
watery eyes
40% of all allergy
patients referred to
specialist due to
frustration with
symptomatic treatments
20% of patients initiated on
allergy immunotherapy do
not show any symptom relief
13
80% of patients successfully
completing allergy immunotherapy
express relief and enthusiasm that
they can finally enjoy being outside
with no to minimal use of
symptomatic treatments
Today
Allergist or
ENT Specialist
Referral
14 14
Patient Visit
14
15 15
Accepting Doubters Optimists Unmotivated
Knowledge Level of
Current Allergies High Moderate High Low
Awareness of
Immunotherapy Moderate Low High Low
Willingness to
receive
immunotherapy
Willing Doubting Willing Unwilling
Involvement in
treatment decisions Moderate Low High Low
Compliance with
allergy treatments Compliant
Somewhat
compliant Compliant Non-compliant
Patient Segments
38% 29% 21% 12%
Breakouts
16 16
Segment Role-Play Name the segment…
17 17
18 18
Patient Videos Name the segment…
18
Watch the video at http://youtu.be/sIuSlLR5om4.
Accepting Doubters Optimists Unmotivated
Knowledge Level of
Current Allergies High Moderate High Low
Awareness of
Immunotherapy Moderate Low High Low
Willingness to
receive
immunotherapy
Willing Doubting Willing Unwilling
Involvement in
treatment decisions Moderate Low High Low
Compliance with
allergy treatments Compliant
Somewhat
compliant Compliant Non-compliant
Patient Segments
19 19 19
38% 29% 21% 12%
20
Patient Immersion Wrap-up
20
Revisiting The Cone of Learning
21
After 2 weeks,
We tend to remember…
P
A
S
S
I
V
E
A
C
T
I
V
E
10% of what we READ
20% of what we HEAR
30% of what we SEE
50% of what we
SEE & HEAR
70% of what
we SAY
90% of what
we SAY & DO
Reading
Hearing
Words
Seeing
Watching a Movie
Looking at an Exhibit
Watching a Demonstration
Seeing it Done on Location
Participating in a Discussion
Giving a Talk
Doing a Dramatic Presentation
Simulating the Real Experience
Doing the Real Thing
Source: Edgar Dale (1969)
I see and I forget.
I hear and I remember.
I do and I understand. – Confucius
22
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