HYBRID QUALITATIVE/QUANTITATIVE RESEARCH
Silo-free organization for truly seamless integration and superior research solutions
Our qualitative and quantitative practices are among the strongest in the industry – but what makes them even stronger is that they work together. No silos. That means seamless interaction among qual and quant experts from the beginning of your project and throughout the process – to deliver exactly the right solution for you.
We approach your project with an open mind and a robust palette, devising customized qualitative methodologies to inform customized quantitative methodologies – and vice-versa – for deeper insights and more actionable solutions. It’s “the power of one,” and it’s unique in the marketing research industry.
For more information on how Hybrid Qual/Quant Research can work for you, contact Steve Miller, President, Quantitative Practice.
HYBRID QUAL/QUANT CASE STUDIES
Launch Physician ATU – Gerontology
Implement a comprehensive ATU to track the launch of a new medication. Design the research platform to provide input for evaluating launch strategies, with diagnostic input for making modifications to execution.
Supplement quantitative ATU performance metrics (awareness, usage, drivers, strengths and weaknesses, barriers, etc.) with qualitative insights reflecting “deep-dive” initial physician and patient reactions to the medication.
Quantitative: Full scale market landscape ATUs among Neurologists and PCPs conducted annually, supplemented with smaller monthly core waves focusing on key brand health metrics.
Qualitative: TDIs among Neurologists and PCPs, conducted weekly for the first several weeks after launch.
The qualitative research unveiled an immediate objection to the medication, which enabled the brand team to quickly adjust their marketing strategy. New communications and detailing efforts were tested and implemented almost immediately. The quantitative research revealed that awareness and usage of the medication improved significantly as a result of these adjustments.
Consumer Market Projection – Diabetes
Conduct a market projection study to assess physician interest in a new product for Type I and Type II Diabetes patients. The qualitative component suggested that patients may be an integral part of building excitement for the product. The brand team implemented a follow-up study among patients to fine-tune forecast estimates.
Quantitative: Online interviews among PCPs, Endocrinologists and Patients
Qualitative: TDIs among PCPs, Endocrinologists and Patients
Quantitative assessment indicated that opportunity for the product was moderate. However, qualitative research identified barriers to use and primary positioning opportunities. Recommendations were provided on how to target key patient types and overcome barriers.
Physician Segmentation – CNS
Conduct a market segmentation study to support a change in brand strategy. Use quantitative and IMS data to develop a segmentation model so that segment membership could be predicted from IMS data. Conduct follow-up qualitative research to gain more depth and color for each segment.
Quantitative: Online interviews among Neurologists. Approx. 20 segmentation solutions were then explored and the strongest one selected based on the potential for brand growth and marketing/statistical requirements.
Qualitative: TDIs among Neurologists from each target segment.
The quantitative research identified key segments that were meaningful, differentiated, substantial and actionable for the brand. The qualitative research provided deeper insights, confirming quantitative findings and expanding our understanding of key motivators for each segment. Sales and messaging strategies were developed to appeal to each segment, and the segmentation model was implemented in the field.