Method: The Jobs-to-be-Done framework is used to uncover important but underserved customer needs, which present opportunities for innovation, differentiation, and growth. This method involves breaking down the steps involved in a job—what patients or HCPs hope to accomplish in a given circumstance—and identifying the needs and desired outcomes at every step. Respondents rate these outcomes …
Product Concept Testing
Method: Respondents are shown a neutral description of the product concept and then asked standardized questions about whether they would want to use (or prescribe) the product. We typically follow up with a series of questions to dig deeper into their preferences and attitudes towards the product. Results are adjusted to account for the gap …
Patient Segmentation
Method: People with diabetes are incredibly diverse. But experience also tells us that there are many commonalities: characteristics, experiences, and attitudes that are shared across the diabetes community. We have learned that diabetes is a complex mosaic of patients in different stages of disease progression, treatment success, attitudes and behaviors. This underscores our entire approach …
Patient Journey Analysis
Method: Patient journey analysis involves a longitudinal, comprehensive assessment of individuals’ experience with diabetes. At dQ&A, we have a proprietary database with hundreds of data points on thousands of people with diabetes, going back ten years. So we can answer many questions—quickly and cost-effectively—through a retrospective analysis of the respondent-level data. For example: when and …
In-depth Interviews
Method: Lasting from 45 minutes to 1½ hours, individual interviews can be conducted in facilities, by phone, or via webcam. We recommend this method for communications testing, usability work or other situations in which individual feedback provides a “cleaner read.” Benefits: Obtain unaided feedback without “groupthink” IDIs yield more candid feedback than research conducted in …
Focus Groups
Method: Focus groups consist of 5-8 people who participate in a guided discussion, usually lasting between one and two hours. Groups “spark,” frequently uncovering previously unidentified issues related to the topic or generating ideas for new products, services, or solutions to problems. We often ask participants to complete a pre-group assignment, using their smartphone as …
Ethnography
Method: Ethnography explains cultural trends, lifestyle factors, attitudes, and how social context influences behavior. In-person, on-site interviewing and observation provides deep insights about the patient journey. We watch, listen and learn, and then follow up and ask participants to explain their behavior to better understand it. Digital self-ethnography is on the rise, leveraging the power …
Discrete Choice/Conjoint Methods
Method: Conjoint and MaxDiff analysis are used to determine the implicit values placed on a large set of features or product options. Conjoint analysis simulates ‘real-world’ decision-making by asking people to choose between complete product packages. It helps untangle the complex tradeoffs people subconsciously make when selecting one product over another (for example, weight, battery …
Bulletin Board Communities
METHOD: A bulletin board community is an online or mobile asynchronous research discussion conducted over a period of time. Communities are conducted via “Message Board” format in which the moderator posts questions and participants respond. Community participants frequently share selfie videos and photos. Ideally suited to patient populations, where sharing and engagement naturally take place. …
