LEVERAGING INNOVATIONS IN MOBILE TECHNOLOGY FOR …insightinnovation.org/wp-content/uploads/2016/07/PDF/mondry.pdfLeveraging Innovations in Mobile Technology for Deeper Patient Insights

LEVERAGING INNOVATIONS IN MOBILE TECHNOLOGY FOR DEEPER PATIENT INSIGHTS

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Smartphone-enabled MR + mHealth Biometric data = Deeper insights

Leveraging Innovations in Mobile Technology for Deeper Patient Insights

Presenter

Presentation Notes

In this venue and with this audience I don’t need to tout the benefits of mobile-enabled market research for deeper insights. We all know that the connection people have with their smartphones and ability to leverage camera & video functionality allow us to get more accurate and richer data than was ever possible through traditional channels. This is old news. I AM here to talk about how mobile-enabled market research PLUS the leveraging of biometric and activity data from wearable devices and mobile health technology can get us to an even higher level of insight. With some real-life examples. Coming from Kantar Health, the healthcare agency within Kantar, my talk will focus on healthcare but I hope you will be able to see how some of the things we are doing can apply to any product category

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Mobile Health (mHealth) goes way beyond activity trackers


Presenter

Presentation Notes

We are all hearing so much about the growth of MOBILE HEALTH technology. Wearable fitness trackers such as Fitbits tend to get most of the attention but, Mobile Health includes so much more, including web-connected glucose meters, BMI scales, blood pressure monitors and smart asthma inhalers. And the list goes on as new products keep coming to market.

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Finally we can collect accurate biometric data without reliance on manual input

Presenter

Presentation Notes

The positive implications for healthcare management are obvious as healthcare providers can access patients’ health data from the cloud but what does this mean for us? For researchers? Here is an opportunity to gain insights using passively collected biometric data, coming from mobile health technology, combined with actively collected data, coming from surveys and interviews.

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Passive Data Collection Supports Active Data Collection

Smart Analysis

Active Data Passive Data Collection

Passive, biometric data gets us the WHAT. Active data uncovers the WHY! Ask less questions More accurate data

TRUE HOLISTIC

View of

Consumer

Biometric data from mHealth devices & apps

Mobile patient diaries

Surveys


Presenter

Presentation Notes

So the passive data collection supports more traditional active data collection. From a market research perspective, this is THE key point. The data collected passively, through mobile technology, SUPPLEMENTS, NOT REPLACES data we collect actively through more traditional methodologies such as surveys. Biometric data alone gets us to the WHAT. WHAT is going on inside patients’ bodies? WHAT is their level of activity? But we need to uncover the WHY’s if we are to identify the levers that influence attitudes & behaviors & outcomes. By supplementing active with passive we ask LESS questions. Taking some burden off participants. We are also getting more accurate data. Cause it is coming directly from the devices. So we get more data, better data. With less work required by the people whose behaviors and attitudes we’re studying

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How can we conduct these types of studies?

Online Platforms Mobile Survey App


Presenter

Presentation Notes

HOW can we conduct studies that use this type of data. At Kantar Health we’re working with available online platforms as well as our own Mobile Survey app.

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Withings partnership


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Presentation Notes

You may be familiar with Withings, a worldwide leading mHealth device manufacturer, through their Penn Jillette promotion where he is out there talking about how he lost 100 pounds using Withings products like their activity trackers and wireless BMI scale. More likely you’re familiar with them as they were recently purchased by Nokia for approx. 180 Million Euros

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Withings Partnership + Leading mHealth device/app manufacturer

+ Recruiting, surveying and collecting biometric data from current Withings user base


Presenter

Presentation Notes

So we have established a partnership with Withings that enables us to conduct surveys directly with current users of their products while collecting biometric data from their mHealth devices

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Conducting Smoking Cessation Study in EU Using Activity & BMI Data Plus Surveys


In-app Surveys

Presenter

Presentation Notes

We recently worked with Withings on a smoking cessation study using surveys PLUS activity, sleep and weight data from Withings activity trackers and smart scales. We were looking to assess the impact of quitting smoking on weight gain and eating habits with users of web-connected BMI scales. And the impact of quitting smoking on activity levels and sleep patterns with users of activity trackers.

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Pilot Study First Results: Stress

Presenter

Presentation Notes

So we could look at stress levels among different smoking status groups against activity and sleep patterns

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In each group, women tend to sleep more than men and are not necessarily feeling better rested in the morning.

Gender Differences Are Significant

Not at all or somewhat rested Well or perfectly rested

Over the past 2 days, how did you feel when waking up in the morning?

AVERAGE SLEEP DURATION

Mobile-Enabled Deep Ethnography to Discover Unmet Need

7 hours 20 minutes

(n=35)

7 hours 17 minutes

(n=27)

7 hours 12 minutes

(n=18)

8 hours 8 minutes

(n=13) SMOKERS

7 hours 1 minute

(n=38)

7 hours 42 minutes

(n=26)

7 hours 38 minutes

(n=27)

8 hours 17 minutes

(n=9) NON SMOKERS

7 hours 2 minutes

(n=32)

6 hours 56 minutes

(n=16)

8 hours 5 minutes

(n=10)

7 hours 50 minutes

(n=8) TRYING TO QUIT

Restricted use

Presenter

Presentation Notes

We could look at feelings of restfulness versus actual sleep patterns and how that differs by gender

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Mobile Survey Smartphone App

1. Conduct short surveys up to 15 minutes, optimum 5-10 minutes

2. Collect picture and video content

3. Passively collect biometric and activity data from a wide range of mHealth devices


Presenter

Presentation Notes

Kantar Health has also developed a NEW mobile survey app that can be used to not only conduct short surveys and collect picture & video content BUT ALSO passively collect biometric data from a wide range of mHealth devices.

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Smartphone as ultimate source and repository for health & lifestyle data


Presenter

Presentation Notes

Now with a smartphone survey app as the ultimate source AND repository for health & lifestyle data let’s see how the combination of survey, multimedia and Mobile Health data can truly immerse us in patient and consumer experience. And I want to start by getting away from technology and data in general to emphasize the importance of EMOTION

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When Looking Into Consumer Experience – We Must Not Forget EMOTIONAL Component


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Presentation Notes

When looking into consumer experience, ESPECIALLY IN HEALTHCARE WHERE IT IS SO VITAL TO ESTABLISH EMPATHY WITH END USERS, we cannot leave out the EMOTIONAL component. This is where mobile survey apps, which can leverage a smartphone’s camera and video features, enable us to really surpass some of the limitations of traditional research to dive deeper into patient experience. To see the world through their eyes. To help us see them not just as patients but as human beings who happen to have serious health conditions.

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Mobile Pain Diary: Clinical + Emotional Data Collection


Presenter

Presentation Notes

Case in point… We recently used our mobile survey app to get us closer to the chronic pain experience through a mobile pain diary study with RA patients. A mobile pain survey plus patients’ pictures and videos enabled us to understand the chronic pain patient experience – in an EMOTIONAL as well as a clinical context

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Presenter

Presentation Notes

This longitudinal mobile-centric study allowed us to evaluate changes in patients’ experience over time versus at only one point, and how the ebbs and flows of their symptom experience affected their day-to-day lives and functioning. Understanding which dimensions of pain are most strongly associated with pain experience and health outcomes provides the insight needed to help inform disease management. Our study found that the most commonly experienced comorbidities were insomnia, anxiety and depression. To evaluate how these comorbidities related to patients’ pain experience, each dimension of pain was correlated by comorbidity and the level of pain intensity. We found that patients who described pain as “stabbing” were likely to experience anxiety and depression. We also found that those who described pain as “punishing” were likely to experience pain of greater intensity.

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Lifestyle Impact: Inability to conduct basic household chores

Presenter

Presentation Notes

But here is where we benefit from the mobile approach. The combination of words and visuals enables patients to share their true reality. A reality that can’t be captured through typical survey questions or interviews. Overflowing hampers and dishwashers cause they’re in too much pain to do simple household chores.

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Emotional Connections: Bonding With Pets


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Emotional bonding with pets.

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Parenting with chronic pain


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Mothers unable to list up or breastfeed their babies. These pictures speak for themselves..

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Taping up neck…in style


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Husband falling asleep on wife during ER wait


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Pain Survey Combined With Visuals PLUS Individual Mobility/Accelerometer Data


Presenter

Presentation Notes

Now by bringing in accurate data from wearable devices we can add another layer of data – mobility data. This way we can see if certain levels of activity might trigger a pain episode. Or we can see how users of our clients’ pain solutions are faring in real-world situations.

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Leveraging data from connected glucose meters

+ Identify correlations between blood glucose levels, diet, fitness activity and mood – Does mood impact how patients

manage their condition? – Glucose levels of patients who manage

condition through diet & exercise vs. those with proper diet who DON’T exercise


Presenter

Presentation Notes

In diabetes space, we can now look at blood glucose levels and how they are impacted by factors such as mood, diet & exercise.

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Leveraging data from smart asthma inhalers

Capture time, frequency & location of usage while conducting short surveys

Medication compliance & efficacy

Above average usage frequency can trigger surveys to ascertain cause


Presenter

Presentation Notes

In respiratory space, we can leverage data from smart asthma inhalers that capture time & frequency of inhaler usage as well as location. So we can passively track inhaler usage while actively collecting other relevant data via short surveys. This could be perfect for studies around efficacy or compliance These are just examples to stimulate thinking on how this might be relevant for YOUR brands YOUR clients

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Despite recent examples, from market research perspective, still fairly new, uncharted territory

Challenges & Learning

+ Recruitment challenges

+ How much willing to share

+ Higher honoraria

+ Control for possible bias


Presenter

Presentation Notes

Despite recent examples, from a market research perspective this is still fairly new territory and that comes with opportunities but ALSO some challenges. We’re experimenting. Learning. Do we recruit people who currently have wearables or buy and send it to them? HOW much are people willing to share? Probably requires higher honoraria. Of course we need to take bias into account. The potential results mandate that we learn the optimal balance

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Q&A

THANK YOU!


Documents

LEVERAGING INNOVATIONS IN MOBILE TECHNOLOGY FOR …insightinnovation.org/wp-content/uploads/2016/07/PDF/mondry.pdfLeveraging Innovations in Mobile Technology for Deeper Patient Insights