Hannah Baker Hitzhusen

SKIM

DEVELOPING DEEP INSIGHTS From Small Samples

Using Blended Methods

UNDERSTANDING The Patient Journey

FINDING

SMALL SAMPLE our pharmaceutical world

is full of small samples

Find Small Sample

Gain Deep Insights: Blended Methods

Ensure Deep Insights to Client

1 2 3

BEFORE WE BEGIN

Online bulletin boards

Not a free-for-all

Recruited traditionally

Professional moderators

Comfortably anonymous

OVER THE PAST DECADE we have asked respondents to be online…

Respondents Engaged for

Longer

Participants not limited by geography

More time, deeper levels of

information

Find Small Sample

Gain Deep Insights: Blended Methods

Ensure Deep Insights to Client

1 2 3

FIND SMALL

SAMPLE

Fabry disease patients switching

medications

Phenylketonuria patients who have

stopped medication and restarted

Any patient who is in the midst of a

“drug holiday”

Flexibility & Understanding

of how difficult it would

be to find these people

With no relaxing of recruiting standards

GAIN DEEP INSIGHTS Blended Methods

In-depth probing combined with

exercises for fun

MaxDiff as a conversation

tool to capture,

compare, and contrast

Clickable graphics

and mark-up exercises

Sorting exercises including

drag & drop

Collage building

Ensure Deep Insights

for clients

So MUCH Data

Avoid getting mired

DELIVER DEEP INSIGHTS

Create a draft Insights Report

template before the research

starts.

Prepare

What happens at each

fork in the road?

Use the discussion guide as an

iterative process.

Execute

Debrief daily or weekly with

moderators and clients.

Create report templates

(weekly, daily?) at the

respondent or country level.

Continuous Feedback Loop

where are they now?

And now?

Depending on length of study,

interim client reports to address the

needs of the client & to ensure on

track to deliver targeted insights.

Deliver

8-week board could equal

20 respondent profiles. 2-week board could equal

10 country profiles

“It feels like the winter

season for me...cold,

barren and not much

color. Gray and white

represent this season of

my life.”

Deep feelings

How are you feeling?

Fine, good, itchy

Yes.

Yes. Toast and

peanut butter

No, thank you, honey.

Did you take the meds?

Did you eat with it?

What did you have?

Can I help?

He is always concerned. Calling me at work in

the middle of the day just to check on me... At

first I felt well cared for. Now I just feel like the

sick person in his life. I hate that, being the sick

one. I want to be fun, vibrant & sexy in his eyes. It

feels like my shine has worn off.

Q A &

Send me your questions: h.baker@skimgroup.com

Or call me: +31 10 282 3545