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      Research methods – Thinking beyond qualitative or quantitative, focussing on the right method for the question.

      Research methods -
      We provide recommendations and consulting based on insights that are rooted in data. The data collection method use is driven by what our clients need to know and what they need to achieve.

      Our team’s diverse expertise allows us to adapt to each client’s unique needs and draw on the full range of research methodologies.

      Quantitative research

      Research methods -

      Along the product lifecycle there are business issues that call for robust quantitative data – from market sizing through to measuring messaging performance.

      We employ all common quantitative data collection methods – from classic online studies, face-to-face and telephone surveys (CATI) to adaptive mobile research.

      The right method is selected based on the market, country situation, target group, topic, and analyses to be performed.

      To ensure high participant engagement and valid answers, we employ gamification and surveytainment wherever appropriate.

      Furthermore, we implement a wide range of advanced analytical tools and techniques to meet our clients’ needs. These include:

      • Conjoint (CBC, ACBC, MBC)
      • Maximum Difference Scaling (MaxDiff)
      • Segmentation (factor and cluster analysis, CHAID)
      • Driver analysis (multivariate regression analysis)
      • Market simulation
      • Pricing (Gabor Granger, Van Westendorp)
      • Implicit response measurement
      • Forecast modelling

      Refer to some of our recent projects:

      • Positioning
      • Segmentation
      • Brand Tracking

      Qualitative research

      Research methods -

      Some business questions need data that goes beyond numbers and rational justifications – from understanding drivers and barriers to product use, to assessing the impact of words and imagery on communication success.

      Our team uses proven psychological and creative techniques to help get to “the why of the what”.

      We employ a broad range of qualitative methods, both online and in-person:

      • In-depth interviews / web in-depth interviews
      • Focus groups / web focus groups
      • Creative workshops
      • Usability and handling tests
      • (Mobile) diary studies
      • Online communities & bulletin boards
      • Ethnographies

      Here are some of our recent projects:

      • Launch- & Go-to-Market-Strategy
      • Lifecycle-Management

      Secondary research

      Research methods -

      We have access to an ever-growing amount of data outside of primary market research.

      Leveraging secondary data as well as client internal databases can be an excellent means to gain insight and understanding alone or in addition to primary research.

      Our team draws on extensive research and analytical skills to bring together data from multiple sources and distil crucial insights.

      Common secondary sources we draw from include:

      • Medical journal articles
      • Healthcare system databases
      • Client sales data
      • Archived market research reports
      • Publicly available government records

      Study example: Meta-analysis

      A pharmaceutical manufacturer recognised that they had a wealth of primary and secondary data for their product and indication area but had never “joined the dots” between different data sources and different teams.

      Exevia consultants reviewed the client’s internal dataset to summarize their current knowledge as well as draw out gaps in information and provide recommendations. We were able to deliver a comprehensive handbook for the product area that could be used to educate the client team and plan next steps.

      Hybrid and outside-the-box solutions

      Research methods -

      Some indication areas – especially rare diseases – are particularly challenging and cannot always be addressed with traditional methods. In other cases, budget and time constraints make a multi-stage study seemingly impossible!

      Whatever your challenge, we aim to help our clients by developing outside-the-box solutions and using hybrid methodologies to get the insights needed.

      Study example: Expert Delphi Panel

      Our client, a leading medical device manufacturer, needed reliable, and nationally relevant data on a range of surgical devices and instruments to complete calculations in a market model. Due to the limited budget and expertise required, a broad online survey with surgeons was not feasible.

      To overcome these challenges, an Expert Delphi methodology was implemented. Top experts in the field were surveyed individually before consolidating and jointly reviewing with the expert panel until a consensus was achieved. The consensus data could then be implemented in the client’s market model, allowing them to make forecasts in a range of surgical settings.

      Study example: Rare Disease Online Community

      A manufacturer of an orphan drug wanted to understand how they could maximize patient treatment access. Due to the rarity of the condition, the client lacked insight on current approaches to diagnosis, treatment, and patient experiences to identify leverage points.

      Due to the low universe, the sensitive topic and young age of most patients; a typical qualitative approach would not have been appropriate or delivered suitably rich information.

      A set of online communities was established for patients, carers, and treaters (HCPs) across 6 countries. Over a week, participants completed a range of creative tasks (collages, videos, short surveys etc.) and discussed the disease in depth, guided by Exevia community moderators.

      The research not only delivered great insights for the client but also provided all participants with an all-too rare opportunity to discuss the condition and find support.

      Study example: Hybrid Competitor Messaging Tracking

      Our client had an established medication in a highly competitive indication. Due to several new product launches, the client needed to track the success of their own and competitor’s messaging in order to react quickly and optimize their sales presence.

      Because of the time-sensitive nature of the work and need for greater depth of understanding, neither an online tracking, nor a traditional qualitative study were suitable.

      Computer assisted telephone interviews with fully briefed interviewers were used for more in-depth questioning. Open answers were recorded and transcribed in full, allowing Exevia to deliver interim running updates with qualitative insights and verbatim quotes as well as aggregated quantitative data in a final report. This enabled the client to implement ad-hoc changes to their messaging strategy.

      Your Contact
      Psyma Contact
      Roland Herterich
      Managing Director
      Psyma+Exevia Health GmbH
      DE Rückersdorf / Nürnberg