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