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Interviews
Description:
Generally consists of 30–60 minute
interviews with domain experts, typical
end users, or policy makers that influence
adoption. Results from 10–12 interviews
typically yield reproducible results that
can accurately reflect the views of a larger
group.
Objectives:
- Identify segmentation criteria.
- Understand the range of segment needs
and decision drivers.
- Understand operating conditions that
may impact purchase decisions.
- Determine the range of requirements
for the offered product or service.
Sample Issues:
- What are the clinical pathways for
a diagnosis or a therapy?
- How will a proposed product or service
impact the pathway?
- Who influences purchase decisions and
what factors typically count most?
- What drivers will push demand (magnitude
and timing)?
Process:
- Identify, qualify, and recruit experts,
end users, or policy makers.
- Develop a questionnaire to guide the
one-on-one discussions.
- Transcribe results of the interview
along with a summary of key points.
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