The quality of medical market research is determined largely by the context in which it is gathered. The qualitative research team at LDA has been conducting interviews via phone, web, and in person for a good while now, and we all agree that the medium of communication plays in important role in the type, and richness of the information gathered.
Our aim is always to be the ‘eyes and ears’ that our clients need, wherever they need them. We have professional interviewers available globally to carry out international one-to-one interviews, and we’ll source focus groups where required to provide local specialist knowledge.
Carrying out qualitative research one-to-one with individuals or groups is a specialist skill which we prize in our research associates. The data which emerges from this context includes the enhanced communicative techniques of body language, facial expression and eye contact.
Face-to-Face In-Depth Interviews
This is one of the oldest and most respected methods of qualitative research. The interview takes place in a space which is pre-agreed with the interviewee, and often it’s at their home or place of business in order to make them feel entirely at ease. The interview would normally last between 60-90 minutes and takes the form of a meaningful discussion, rather than simply providing a list of questions.
Where one-to-ne in-depth interviews are concerned we are reliant on our specialist, professional interviewers who bring medical experience in the form of research or practical experience to their role. We need them to be able to draw out insights through the use of discussion around a series of pre-agreed questions. Additionally we ask them to supplement their findings through noting visual communication in the form of smiles, closing of the body, or avoidance of eye contact.
LDA – Face-to-Face In-Depth Interview Example
- We recently carried out a series of one-to-one interviews with GPs and pharmacists in Manchester, UK. The topic of the discussion was ‘over the counter medicines’.
Focus Group Interviews
Focus groups are an excellent way to garner a range of opinions from a cross-section of interviewees on a research topic in the medical devices or pharmaceutical sector. In order to facilitate a focus group, the timing and venue for the research needs to be carefully chosen in order to allow the maximum number of attendees to be there. The timing and management of the event is crucial for maximum value within a limited time frame.
The aim of the focus group discussion is to encourage participants to their own views without fear, listen to the views of others receptively, and openly agree or disagree without becoming too vociferous. This requires an experienced moderator who is confident when dealing with groups. One of the greatest dangers of the focus group is that the attendees drift off-topic; with this in mind we always create a tight structure for our moderator to work with.
LDA – Focus Group Example
- We recently carried out some focus group research with nurses, pharmacists and ICU consultants on the topic of parental nutrition.
LDA Matches the Mode of Communication to the Research Project
Our research team has been delivering high quality medical market research for a while now, and we’re able to provide clients with evidence-based advice on which interview methods work best for the type of research they wish to pursue. We carry out one-to-one and focus group interviews wherever they need to happen, and we have an extremely high success rate when it comes to sourcing participants, and experienced moderators and interviewers.
