Insight solutions

We support digital health transformation by helping you: – Understand stakeholders' digital needs and preferences – Design effective products and services – Track performance

Understand stakeholders' digital needs and preferences

Why?

One of the lasting legacies of the pandemic is an acceleration in the uptake of digital channels to communicate, seek information and make informed decisions.

To build a digital customer base and effectively engage/communicate online, you must first understand your audience:

What are their current needs and future expectations and behaviours?
What are their preferences and frustrations?
What channels do they use or avoid?
How can companies effect behavioural change?

By understanding each of different stakeholders you can create a better digital service, or deliver a tailored, personalized online experience that resonates with the user.

How?

We use real-world immersive qualitative methods such as ethnographic research to build in-depth understanding of your audiences, identifying drivers of behavioural change. We segment each stakeholder group via technographic profiling which allows you to segment customers and develop tailored solutions for your digital strategy. Our proprietary methodologies will help you understand and navigate the new world environment and be agile to develop new tailored solutions.

Case study: How we helped our client understand recent behaviour changes in market dynamics →

Design effective products and services

Why?

When a new product or service is launched where there wasn’t anything before, demand must be created by promoting the benefits of adoption.

But since it is not possible to design products or services to meet everybody’s needs, buyers or users will often make some form of trade-off in decision-making. We can help you design products that serve your segments’ needs as effectively
as possible.

Case study: How we helped optimise a Patient Support Programme (PSP) website and assess the need for a Portal →

How?

We employ a mixture of methodologies, both qualitative and quantitative, to help you develop your product and build your brand. We take an iterative, agile approach, using the jobs to be done methodology to identify unmet needs and inform product design and development.

For in-depth understanding we use projective techniques such as future framing to put the respondent in a future scenario and immersive methods such as observational research and ethnography to analyse the real-world environment.Products and services can be developed in creative ideation or co-creation workshops. To test features of products we can use conjoint and other advanced analytics techniques to produce simulators. For digital solutions we can conduct user experience research, and for digital products we can conduct human factors research to understand and test how people interact with products and services in the real world.

Track performance

Why?

Tracking is used to assess the performance of activities within the competitive environment, as well as measure success against key performance indicators (KPIs). Tracking is also used to measure customer engagement with the digital solution, as well as end benefits.

Tracking could measure the uptake of a new product, the effectiveness of communication strategies across digital channels, as well as how a company’s activities and messages are perceived vs. competitors. Insights from tracking studies help us to identify where fine-tuning is required to optimise performance.

How?

Traditionally tracking is conducted via online research with HCPs, patients, consumers, etc. We have adapted our approaches to collect data across multiple channels, and integrate analysis of quantitative data with qualitative follow-up interviews, secondary data and insights from social media.

We have been developing new approaches using smart devices to capture spoken word. This provides emotional analysis within quantitative tracking to generate richer and more natural feedback and provide additional layers of insight into performance.

Our brand equity tracking can incorporate brand and company perceptions with company activity to develop models to identify drivers of patient share. We can use agile PRFs supported by periodic deep dives to provide brand teams with up-to-date insights and early warnings of issues to address.