Qualitative

Qualitative Methodologies

How can you analyze the market for a therapeutic solution if you don’t know anything about the market and you don’t understand the therapeutic solution? Our exclusive commitment to the healthcare industry over the past 30 years provides you with the insurance that we understand the behaviors of your customers when analyzing the market for a MedTech or a therapeutic solution."

Olivier Cotten  European Managing Partner at TMTG

Interviewer Expertise

Qualitative research methodologies rely on one-on-one in-depth and/or group interviews that must be conducted by a skilled interviewer. To get the most unbiased and reliable information, the interviewer must combine expertise in three areas:

Marketing Method

To channel the interviews towards the study’s objectives and to collect balanced information without introducing any bias in the answers.

Moderation Technique

To maintain conditions throughout the interview which favor the expression of the innermost motivations of the people being questioned.

"Domain" or Clinical Knowledge

To be credible with the interviewees who are healthcare providers or executives, and to understand quickly the critical points raised during the discussion to react and get deeper insights.

Qualitative Study Methods

In-Depth Interviews (IDIs): one-on-one for rich unbiased information

In-depth individual interview (30 to 60 minutes) explores the conscious and subconscious motivations of the interviewee. It allows their practices, perceptions, intentions and needs to be understood as well as building up an idea about the influence of their environment. These interviews can be carried out in three ways:

 

Face-to-Face  (F2F IDIs)

The Face-to-Face interview is probably the richest type of interview. Listening to the interviewee is supplemented by the observation of their reactions and their attitudes. These interviews can be carried out in the interviewee’s office, at the hospital, in the pharmacy, at his home or in a professional studio.


Online Face-to-Face

This Internet approach has the advantage of maintaining visual contact during the interview, whilst at the same time avoiding geographical constraints, insuring better time efficiency, better geographical representativeness, and reduction in travelling costs.


Phone (tele-IDIs)

Telephone interviews have the advantage of being anonymous. The absence of visual contact can be, in certain situation, an advantage to entice interviewees to reveal their true motivation and behavior.

Groups: controlled group for convergence and consensus

This methodology aims to produce an interaction between several interviewees, by intensifying their thought-process and creativity. Thanks to the moderator’s know-how, the discussions either lead to a consensus or bring major differences to light.


Group sessions are typically audio/video recorded with the client being a passive observer. Focus Groups can be conducted Face-to-Face or over the internet.


Focus Group (high level of control)

In general, a focus group brings together between 6 and 8 participants. The objective in such session is to focus on a well-defined subject. The moderator’s involvement is stronger than in the other types of groups. The aim is to make the participants answer specific questions in order to reach a consensus on, for example, their practices.


Creative Group (low level of control)

This variation of the Focus Group is particularly relevant when new ideas need to be brought out. Interactions between participants are essential, reason why choosing a reduced number of participants (6 or less) is often wise. Working sub-groups can also be formed during the session (creative workshops). The moderator’s role is to stimulate exchanges to bring out new ideas, whilst channeling energies.


Mini Group

Either a dyad (2 participants and 1 moderator) or a triad (3 participants and 1 moderator), the mini group magnifies the effect of interaction and perceptibly increases the speaking time of each participant. This approach is suggested for complex issues, involving a greater personal reflection. As it allows to alternate between practices (group / individual work / pooling, etc.), this methodology is perfect for use in more complex techniques (projective and role-play, etc.).

Observational Field Studies: user observation for out-of-the box thinking

These marketing research studies consist in observing the participants (with their consent) in the environment where they are exposed to a product or service. The studies enable us to identify unsuspected parameters which can either benefit or damage the use of a product (problems of usability or use, etc.). The observer must blend into the environment so that his presence has as little affect as possible on the study.


Such studies require a lot of initial preparation. The observation phases are generally interspersed with debriefing interviews with the participants, and there are often brainstorming sessions to confirm and analyze the observations which have been made.

Specialized Moderation Techniques

The choice of the moderation technique is essential. A very directive style of moderation can be necessary to intentionally structure responses. The moderator’s discretion can be essential to let the participants express themselves freely and reduce as much as possible the bias inevitably introduced by the research process.

  • Declarative Approaches

    These techniques take place around a moderation guide which is structured but at the same time allows a good discussion flow, thanks to what are known as "open-ended questions". The participants give their answers to the moderator, whose role is to direct and deepen the process of reflection making sure to reduce the natural bias introduced by the researcher on the object of its research.

  • Projective Approaches

    Adapted from clinical psychology, projective approaches are extremely efficient in studies where we know that the participant will find it difficult or will be reluctant to reveal a behaviour, motivation or perception. This incapability can stem from lack of confidence, taboos, an environment which is not conducive to exchange, themes which are not socially acceptable, etc. Projective approaches bypass these hurdles by inviting each participant to project her/himself into another person or into an object. While the participant thinks she/he is expressing the opinion of an imaginary person, she/he is actually sharing her/his own opinions and beliefs.


    These techniques need to be extremely well-mastered in order for the efficient and accurate results to be obtained. Combining projective and declarative techniques is often useful.


    Click on these techniques to learn more about each one: Mock-up & Role Plays | Associations & Analogies | The Shopping List or the Imaginary Doctor | Godfather Approach

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