Great Wall, Great Reward - Medtronic

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<ul><li><p>Twitter Hashtag #QUAL360 </p><p>November 20-21, 2013 | Singapore </p></li><li><p>Platinum Sponsor </p><p>Association Partners </p><p>Media Sponsors </p></li><li><p>Great Wall, Great Reward Finding design-actionable insights for Medical Devices in China </p><p>November 21st, 2013 </p><p>Tico Blumenthal Global Customer Insights Manager Medtronic Shanghai Innovation Center </p><p>Prepared for </p></li><li><p>Image courtesy Alisdair Rae, University of Sheffield. Used with permission. </p></li><li><p>Why Qualitative in China? </p><p>Online has some challenges </p><p>Scales have translation and regional issues </p><p>China is an insiders country </p><p>V. Unlikely Sl. Unlikely Neutral Sl. Likely V. Likely </p></li><li><p>Why Qual for Medtronic </p><p>What SHOULD be done? What IS done? </p></li><li><p>Context </p><p>Market </p><p>Technical </p><p>Medical Qual is fun, meaningful &amp; difficult </p><p>Clinical </p></li><li><p>The Great Qual Wall </p><p>Insiders society (relationship) </p><p>Format is not familiar or comfortable </p><p>High-complexity environment </p><p>Cultural pre-disposition to start from mistrust </p><p>Family </p><p>Relations 2o Relations </p><p>Chinese Society Foreigners </p><p>More concerning Maybe a journalist Very visible Uncertain relationship Old feelings re: foreigners </p><p>Less concerning May give face to physician to have a foreign visitor Uncertain social status Outside of social circle less messy </p></li><li><p>Diversity in China </p></li><li><p>Focus </p></li><li><p>Starting with Difference Enables Insight </p></li><li><p>Sitting </p></li><li><p>Sitting </p><p>? </p><p>Social Value </p></li><li><p>Examples of medical innovations driven by qual insights </p><p> RestoreSensorTM neurostimulator </p><p> AccuveinTM venous access aid </p><p> Novocath IV </p></li><li><p>A few learnings for practitioners </p><p> Partner with good ground-level recruiters the channel of introduction matters! Being blinded is a double-edged sword. </p><p> Start from the top, or risk challenging the hierarchy </p><p> Require translation pre-tests </p><p> Directness will often harm your inquiry if the topic is sensitive </p><p> Abstract questions dont test well prototypes are better </p><p> Hang on to articulate respondents they are precious </p></li><li><p>Great Walls &amp; Great Rewards </p></li><li><p>Platinum Sponsor </p><p>Association Partners </p><p>Media Sponsors </p></li><li><p>Twitter Hashtag #QUAL360 </p><p>November 20-21, 2013 | Singapore </p></li></ul>