Members of our Healthcare Market Research Panel participate in different types of market research including online surveys, in-depth telephone interviews, or in-person focus groups. While some Panelists favor online surveys, equally as many enjoy the in-depth and personal nature of qualitative studies, the majority of which are conducted as telephone interviews ranging from twenty minutes to an hour. In-person interviews or focus groups are not quite as common, but for those who do participate in them, they tend to deliver highly rewarding experiences because of their communal nature and the sharing of knowledge and expertise that occurs.
For those who may not be that familiar with qualitative research, here are some of the benefits from the perspective of healthcare professionals:
- Higher payments. Pre-scheduled, in-depth telephone interviews often offer high honoraria; in some cases this can be $400, or even more, for an hour interview.
- Make a significant contribution to innovation in your field. Because you’re speaking with a researcher at length, you have the opportunity to share insights and experiences that simply cannot be captured in an online survey. The interaction between you and the researcher allows for nuance and specificity that only one-on-one communication can provide.
- Be the first to learn about new drugs or treatments. Oftentimes, concepts or extraordinary innovations are presented in market research studies. Our Panelists tell us they appreciate hearing about new developments before they are announced. It can help them keep on top of their field and be alerted to new drugs and treatments.
- Unique, fun, and interesting opportunities. Qualitative studies can also be interesting because different methodologies are sometimes used. Lexy Frazier, Reckner’s Director of Qualitative Research, described one study in which the participating physicians were given a laptop and had their computer use observed for a few weeks. The monitoring captured URLs visited and time spent on each page (words typed, screen captures, or personal information was not monitored). “Afterwards, they got to keep the laptop,” Frazier said. “So that was certainly a nice incentive.”
One of Reckner’s Panelists, Dr. Claudio Sandoval, shared that he prefers qualitative studies so that others may benefit from his clinical expertise. “I have been caring for patients with blood and cancer disorders for over 26 years and have a wealth of information and a deep reservoir of knowledge. I enjoy talking to people and contributing to the science and art of medicine,” he said.
From the perspective of the researchers, Frazier shared that these in-depth interviews allow companies to dig more deeply into a subject and get into the mindset of potential consumers. “Getting on the court of the customer” is how some researchers describe it.
Qualitative research is also used to understand the language that potential consumers use to describe certain symptoms or health issues. By talking directly with potential users of a product, one can appreciate the nuances of word and phrasing choices. For example, a company might describe their product as alleviating “irritation” but upon talking with potential consumers who describe the same symptom, they might more specifically refer to it as “sensitivity” or “burning” or “pressure,” for example. Hearing the nuance of the language used by potential consumers and prescribers can help a company get the right product to the right people.
Wondering what kind of opportunities there are for telephone interviews?
At any given time, Reckner could have up to 60 qualitative studies underway. In 2018 alone, Reckner paid nearly $7,000,000 in honoraria to almost 18,000 unique participants for both qualitative and quantitative research studies.
“There’s certainly plenty of room for new Panelists to get involved. We encourage our current Panelists to spread the word to their networks,” Frazier said. “We are really fortunate to have such a highly regarded and trusted Panel which has grown steadily over the past 28 years. Because of its longstanding and consistent record of excellence, our clients have come to rely on the Reckner Panel for their healthcare market research needs. And, as always, we are grateful for the Panel’s commitment and involvement,” concluded Frazier.
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