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Qualit
ative
| Q
uantita
tive
| G
lobal S
tudio
s
Agile Research in Action
2© 2019 M3 USA Corporation. All rights reserved.
Tim Dungey
Client Service Director
M3 Global Research
Speaker
© 2019 M3 USA Corporation. All rights reserved. 3
The buzz…
What is it and where did it come from?
© 2019 M3 USA Corporation. All rights reserved. 4
Following a Plan
The Agile Manifesto adopted by software developers in 2001
Processes and Tools
Comprehensive Documentation
Contract Negotiation
Individuals and Interactions
Working Software
Customer Collaboration
Responding to Change
Agile moves into MR…
© 2019 M3 USA Corporation. All rights reserved. 5
Change in Mindset Change in Technology
Exploratory / flexible research objectives
Tight focus on business need
Easily digestible insights
“Minimum viable feedback”
Software for quick survey / screening creation
Platforms for faster internal collaboration
Rapid sample access
Live dashboards
Instant video editing
Natural language processing
Transcription tools
Autocoding verbatims
Agile Applications
Real-time customer
feedback during product
lifecycle
Exploratory conversations
with customers to help
build proposals
Quick consumer readOrganic testing and
development of brand
names
Real-time
Conversations Testing Consumer
Gauge consumer
understanding of new
products & services as
they are being built
Gather responses to
developments in the
marketplace as they
happen
Measure consumer
reactions to ongoing
promotions
Gauge
Responses Measure
© 2019 M3 USA Corporation. All rights reserved. 6
How to use agile principles to generate insights faster
Case Study
Demand Assessment in Oncology
EU5
n=60 per market
30 minute interview
UK
n=40
7 minute interview
Main Phase Agile Phase
© 2019 M3 USA Corporation. All rights reserved. 8
Drivers of Product Selection
Efficacy 5Tolerability 3Efficacy 3Efficacy 4Tolerability 1Tolerability 2Efficacy 1Efficacy 2
56
79
1315
17
28
5
8
4
9
12
1515
33
Main phase Agile
© 2019 M3 USA Corporation. All rights reserved. 9
Likelihood to Use Product X / Y
Product X Product Y
27% 33%51% 44%
Main
Phase AgileMain
Phase Agile
© 2019 M3 USA Corporation. All rights reserved. 10
Anticipated Market Share Product X / Y
8% 12%13% 14%
Main
Phase AgileMain
Phase Agile
Product X Product Y
© 2019 M3 USA Corporation. All rights reserved. 11
What did the
main phase
give us?
Desired outcomes and unmet needs
Baseline prescribing and
uptake in total (and by line
and disease state)
Reactions to product profiles
Drivers of prescribing
Awareness and familiarity with new
agents
Impact of alternative end points
Impact of launch order
Introduction of a third competitor
© 2019 M3 USA Corporation. All rights reserved. 12
What did
agile
give us?
Desired outcomes and unmet needs
Baseline prescribing and uptake in
total (and by line and disease state)
Reactions to product profiles
© 2019 M3 USA Corporation. All rights reserved. 13
Timeline
7 Days
SET UP
14 Days
IN FIELD
5 Days
ANALYSIS
3 Days
SET UP
5 Days
IN FIELD
2 Days
ANALYSIS
Main Research
Agile Research
© 2019 M3 USA Corporation. All rights reserved. 14
Challenges in Healthcare
However, you can consider:
• Standard banks of pre-approved
questions
• Pre-approved survey structure to use
across multiple brands / therapy areas
Approvals!
Long approval times are
not conducive to agile
research
© 2019 M3 USA Corporation. All rights reserved. 15
Considerations
© 2019 M3 USA Corporation. All rights reserved. 16
Careful
Planning
Less
Context
Self-service
Models
• Getting the deepest
insights from the least
amount of data
• Risk of making more
work for yourself
Fewer data points with
which to interpret results
A lot of knowledge and
responsibility on one
individual
Applications in Healthcare
Customer reaction to competitor approvals / withdrawals
Early assets / BD assessments
Disease prevalence & awareness in preparation for pitch
Use insights to better develop questionnaire / materials
Quick forecasting as part of bigger piece of research
Pre / post campaign sentiment
Exploration of findings from main phase of research
Iterative testing of key messages / product profiles / creative concept testing
© 2019 M3 USA Corporation. All rights reserved. 17
Conclusions
• Definite interest in healthcare in less
cumbersome research approaches
• Agile lends itself well to specific
applications
• A useful tool to have in your research
armamentarium
© 2019 M3 USA Corporation. All rights reserved. 18
Additional questions?
Contact: [email protected]