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Leveraging open-ends in market research questionnaires
By E2E Research | May 24, 2022

Most questionnaires have at least a couple open ends or verbatims in them. Places where research participants can share their thoughts or opinions in a text box instead of clicking on radio buttons or checkboxes.

 

When they get the final dataset, researchers who are quantitative at heart might quickly scan those verbatims to identify poor quality answers, delete those entire completed questionnaires, and then proceed directly to the quantitative analysis.

 

Is that the best use of verbatims? Why do we cast those questions aside so quickly? Well, there are lots of reasons but let’s start with two.

 

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Quantitative analysis is easy

Quantitative questions are much easier to count and summarize. You can say that a specific number of people clicked in a specific box to endorse a specific idea. You can run statistical tests, create charts and tables, and quickly see side-by-side whether there are differences of opinion among different people. It’s fast, easy, and can be done with minimal thinking – just follow the rules.

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Qualitative analysis is less precise

On the other hand, qualitative questions generate less precise answers. Words have nuance and diverse meanings depending on your background, experience, and understanding of the language at hand. It’s really hard to count and summarize opinions when 100 people say 100 different things. Coding and analyzing those answers takes a lot of time, particularly if multiple coders need to agree on an end result. Besides, some of the answers are garbage because some people don’t like typing or they have a hard time articulating their thoughts.

 

Is that a fair summary though?

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Imperfect precision plagues all question types

Of course not. Qualitative questions aren’t the only ones plagued with precision and validity issues. EVERY type of question, qual or quant, has it’s own set of issues affect precision, validity, and reliability.

 

Let’s consider the process a person takes to answer a very simple quantitative question, for example, “What kind of milk did you buy last week?”

  • They must interpret the words in the question: Could “you” be my partner or other household members? Does “last week” mean the last 7 days or this calendar week? Does it include baby formula? What about milk that was given to me, not bought? What if I bought milk 8 days ago?
  • They must interpret the words in the potential answers: Could “dairy milk” mean goat milk? Could “plant milk” mean nut milk? Does it include powdered milk? Does “other” include 8 days ago and never?
  • They must interpret the instructions: Does “Please specify” mean I need to share the brand name and the person who bought it and the date they bought it?
  • They must think about their own perspective related to that idea: Am I comfortable sharing this information? Do I have enough details to answer this question?
  • They must translate their answer into one that comes closest as possible to one of the existing options. And do this without accidentally choosing an answer in the wrong row or column.

 

For such a simple question about buying milk, there’s a lot of room for interpretation and misinterpretation. There’s a lot of room for imprecision. A lot of room for error. As much as we’d like to think there’s a cut and dry answer, that’s simply not the case for everyone.

 

Even the most simple quantitative questions come with nuance and imprecision.

 

 

Open ends are valuable work

Leveraging open-ends means that additional work falls into the hands of the researcher. WE must take the time to interpret answers, grasp the intended meaning, and properly categorize them. That’s a lot of work, especially when 1000 people have filled out an open-end.

 

At the same time, though, open-ends give participants the opportunity to share their thoughts in a way that truly reflects their whole self.

  • They can use swear words to demonstrate the intensity of their emotions. This is far better than seeing a 5 out of 5 on a Likert scale.
  • They can use slang to reveal their culture and social experiences. This is far better than inferring from their employment and education.
  • They can talk about issues that didn’t occur to you because your background, culture, and experience are completely different than theirs. This is true insight!

And, using open-ends shows participants we really do respect and value their opinions.

 

 

What’s Next?

Though incorporating open-ends requires additional time for analysis and coding, they have essential benefits for both the researcher and the participant. We can’t avoid using them because they aren’t “precise” or they aren’t “useful.” They are an essential part of the wise researcher’s toolkit. It’s time to cast aside our quantitative tendencies and truly embrace the open-end answers.

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Qualitative research podcasts You Might Like

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Qualitative research conferences You Might Like

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Learn more from our qualitative research case studies

 

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Market Research for Startups: In-depth interview questions to ask during the conceptualization phase
By E2E Research | May 17, 2022

Are you launching a start-up? Then I bet you have hundreds of questions about your potential product and your target audience.

 

From conceptualization to market sizing and scaling, innumerable questions must be answered in order to build a solid foundation for a successful business.  Fortunately, a full range of qualitative and quantitative research, primary and secondary research, and data analytics solutions exist to help you discover actionable answers to those questions throughout the entire process.

 

During the initial conceptualization stage, you’ll need to gain a comprehensive and unbiased understanding of the problem and potential solutions. You’ll also need to understand the tangents, side-conversations, and unspoken truths and myths that people won’t necessarily share with just anyone. To gain these types of insights from your target audience, qualitative research will be your go-to method.

 

Numerous qualitative techniques can help you at this point so let’s start by learning about in-depth, individual interviews.

 

 

What are individual interviews?

 

In-depth individual interviews IDIsAs the name suggests, individual interviews are in-depth conversations between a trained moderator and one other person. If the product or service is specifically designed for 2 or 3 people to use together, dyads or triads with colleagues, best friends, children, partners, or spouses may be used as well.

 

Key to this technique is working with a trained moderator. Although everyone has experience chatting with consumers, customers, or clients on a one to one basis, a research interview is completely different from a “chat” or “conversation.”

 

Trained moderators have unique skills which include understanding and responding to the body language of the person they’re interviewing. They have learned how and when to use specific language to encourage someone to share more detailed and personal insights. And, most importantly, they actively strive to prevent bias from unconsciously creeping into a conversation.

 

Interviews are an excellent way to deeply connect with your target audience and get a first-hand look into their emotional and physical real world. Interviews will allow you to:

  • Spend meaningful time with them such that they open up about their personal habits, behaviors, needs, drivers, emotions, and opinions.
  • Watch and listen to them struggle using unsuitable, existing products and services in their real world, whether that’s in their home, school, office, or gym.
  • Watch and listen to them as they attempt to shop for alternative products using both online and offline channels.

These observations will guide you towards a thorough and unbiased understanding of what the problems and required solutions really are.

 

What follows are key questions that an interviewer might address during the initial, conceptualization stage.

 

 

How are people emotionally connected to the problem?

  • How do you feel about this situation? What types of emotions do you have dealing with this situation? How strong are those emotions?
  • How does this situation interact with different aspects of your life – at home, at work, with your kids or parents?
  • How do you feel about the available alternatives or lack of alternatives? How do you compensate for the lack of easily accessible alternatives?
  • What is your emotional state when you really need an alternative and can’t find one?
  • How do your personal finances and resources fit into finding alternatives?

 

 

Who are the primary and secondary stakeholders?

  • Who uses or needs the product? Who else might use it if they saw it lying around? Who would do the shopping for it? Who would approve and pay for it? Who would ensure the product gets used? Who would help you use the product and how would they help you use it?
  • What frustrations and pain points do you have during the situation? What are the pain points of people who must find alternative options and pay for alternatives for you?
  • Who is negatively and positively affected by this situation being unresolved?

 

 

What alternative solutions are being used now?

  • What compromises do you make regarding this situation?
  • What do you wish you could do? How would you solve the situation?
  • How do you find and learn about potential alternatives?
  • How do you physically manipulate or use current products? What other items do you use the product with? What do you buy to support using the current product?
  • Where do you use current and alternative products? How do you use them?
  • Where do you store current products and packages? What are your fears about storing them?

 

 

 

What’s Next?

During the conceptualization stage, your main goal is to listen and understand the problem without bias. You need to truly hear people and learn about their personal experiences so that you can identify both major and minor problems that may need to be solved. Individual interviews are the perfect solution for understanding people’s most intimate perceptions and behaviors. You’ll build a broad and deep baseline for what the key problems are and the range of major and minor issues that need to be resolved.

 

If you’re ready to deeply understand your target audience with individual interviews, please get in touch with us. We’d love to help you grow your start-up into a successful business! Email your questions about gathering information to support your startup to our research experts using Projects at E2Eresearch dot com.

 


 

 

Learn more from our case studies

 

 

Podcasts You Might Like

 

 

Books You Might Like

 

 

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30 Questions Food and Beverage Market Researchers Need to Answer
By E2E Research | January 13, 2022

There’s more to creating a successful food or beverage product than selling something you love eating or drinking. Consumers are always on the lookout for food and beverage options that are scrumptious but also better quality, healthier, affordable and easily available.

 

If you’re hoping to move a product from successful with kids in your household to successful with kids in your country, many questions need to be identified, answered, and acted on. This list of questions focused around the five Ps will ensure you gather the information you need to get there.

 

 

Better Understand the Product: Nutrition, sensory, packaging

Decorative imageAt the heart of a successful food or beverage business is a carefully researched and designed product that meets the key needs of its target audience – yes, even food and beverages products have key needs. By conducting well designed surveys and product/sensory tests via IHUTs or Central Location Tests, you can understand:

  • What nutritional, sensory, or emotional needs are your shoppers and consumers trying to meet and what unmet needs need additional development?
  • How is the food or beverage used to meet unexpected needs such that new audiences could be targeted? E.g., are slow foods being converted into fast foods, are meat foods being converted into meat-free foods, are solid foods being converted into drinkable foods?
  • What features, whether sensory, emotional, packaging or otherwise, of the product are unique within the broader, competitive category and how could they serve as your unique selling points?
  • How are the package and eating implements “correctly” and “incorrectly” used suggesting needs for redesign or improvements?
  • Does the memorability of your food or beverage require improvements in terms of its sensory features, packaging, branding, colors, or logos?
  • Should certain product lines be expanded or reduced based on growing or decreasing market needs?

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    Review a product case study:

 

 

Better Understand the People: Cooks, bakers, shoppers, eaters, snackers, caregivers, meal planners, meal preppers

Decorative imageBefore a new food or beverage product is even launched, it’s important to understand the perceptions of all key stakeholders. From eaters to shoppers and those who will be preparing or recommending the product, it’s imperative that each group understand the benefits and drawbacks of the product to ensure maximum success. Using questionnaires, business intelligence, and secondary research, you can understand a number of key questions:

 

  • Who are your target shoppers and consumers in terms of their demographic, psychographic, family, social, economic, and health characteristics?
  • Which stakeholders come into contact with your food or beverage e.g., caregivers, shoppers, cooks, bakers, eaters, snackers, meal planners, meal preppers?
  • Which stakeholders will influence your target audience to consider using or buying food and beverages?
  • What does each stakeholder group need, want, feel, and prefer, and how do their needs conflict with each other?
  • What drives each key stakeholder group to choose, use, buy, and recommend your brand vs competitive brands?
  • How does the shopper journey evolve from discovering a need through to shopping, comparing, and buying while also considering nutritional, emotional, financial, and social needs at each stage?
  • What personal histories and experiences do people have with the food or beverage product and category including with your brand and competitive brands?

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    Review a stakeholder case study

 

 

Better Understand Placement, Industry, and Competitive Market Space

Decorative imageEvery food and beverage product exists within a broad ecosystem of competitive brands and companies. By conducting engaging questionnaires or secondary desk research, you can understand a wide range of business problems such as:

 

  • Who are your primary and secondary competitors locally, globally, and virtually?
  • What sensory, product, physical, emotional, social, and economic needs is the market failing to address?
  • How has the competitive landscape changed over the last year and how might the food and beverage category evolve over the next 3 to 5 years within your region and potential expansion regions?
  • Where are the white spaces to develop new food and beverages, or new service locations?
  • Can secondary data help you understand how large your existing market is and how large it could be while still remaining profitable?

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   Review a market case study 

 

 

Better Understand Promotions, Advertising, and Campaigns

Decorative imageWith a great food or beverage innovation and a well understand target audience, a marketing campaign is often required to reach out to a wider audience and introduce the masses to your offering. Using questionnaires or data analytics, a number of key questions can be answered:

 

  • Which online and offline information channels do your consumers and shoppers use to learn about new food and beverages, gather recommendations, or make purchases?
  • What types of messaging would be most successful at reaching your target audience and differentiating your product from competitive products?
  • What types of ads would be most effective with each of your audience segments when considering likability, meaningfulness, believability and the likelihood to act?
  • What types of food and beverage marketing campaigns are more likely to be successful?
  • What types of brands, companies, or influencers would your consumers and buyers like to see incorporated in an integrated marketing campaign?
  • Which food and beverage concepts are most memorable and would generate the most action from your target audience?

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   Review an advertising case study:

 

 

Create A Fair and Profitable Pricing Strategy

Decorative imageThere is more to pricing than picking a number that will generate profit. A price that is too high can reduce recommendations from friends and family. A price that is too low leaves achievable profit on the table. A final price can only be determined by understanding your true profit margin, market pricing, and stakeholder needs. To build the most effective pricing strategy for your new food or beverage, conduct the appropriate surveys, interviews, and secondary research first.

 

  • Based on secondary research, how are competitive products on the market currently priced?
  • Using questionnaire data, what type of pricing strategy is most appealing to shoppers?
  • What type of pricing strategy would facilitate product recommendations from influential friends and family?
  • Which user segment has the least and the greatest revenue potential?
  • Based on a Conjoint or MaxDiff questionnaire, which product features drive higher and lower prices?
  • What type of pricing strategy is fair and accessible versus out of reach to lower income people vs higher income people?

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   Review a pricing case study

 

 

Conclusion

Creating a successful food or beverage product requires a foundation of well designed and executed research coupled with well actioned research results. Whether you’re tasked with supporting the growth of an innovative cannabis beverage or helping a company understand the different needs of buyers and consumers, our team has years of experience helping researchers, marketers, and brand managers generate great quality food and beverage data and insights. Please email your project specifications to our research experts using Projects at E2Eresearch dot com. We’d love to help you convert your enigmas to enlightenment!

 

 

 Learn at upcoming food and beverage industry conferences

 

Listen to some great podcasts about food and beverage marketing

 

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What is big data analytics and why does it matter?
By E2E Research | September 30, 2021

Marketers and researchers use the word ‘analytics’ to describe many different things that can be done with digital data. Without a common understanding, it can be easy to misinterpret what a client actually needs and end up assigning project tasks to the wrong people, costing jobs inaccurately, and not meeting client expectations.

 

In this post, we’ll take a deep dive into the different interpretations this word can have to ensure that both clients and suppliers are on the same page when it comes to extracting relevant insights from from myriad datasets about buyers, brands, and businesses.

 

Before we get into the details, you might appreciate this short introduction to data analytics from The Career Force on YouTube.

 

 

 

Types of Data

First of all, let’s look at some types of data that business leadership, marketers, brand managers, and researchers have access to in order to better understand consumer and market enigmas.

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Primary research data

Primary research data is generally considered ‘small data. They’re easily stored in traditional spreadsheets like Excel and the files are small enough to be emailed without getting stuck in your outbox or flagged as spam. These data tend to represents people’s opinions and perceptions about various topics asked of them in a quantitative questionnaire, or a qualitative interview or focus group.

  • Ad hoc survey or interview data: Often under 1000 records and under 100 variables. Normally focused on one brand or topic. Qualitative datasets converted to quantitative formats may have fewer records but much more, or much larger, variables.
  • Tracker survey data: When gathered across multiple brands or countries, may be up to 50 000 records and a couple hundred variables. Normally focused on one product category though they may shift in focus from time to time.

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Business data

Business data is often created in passing – as something happens in the company, a physical or digital record is created. Created and stored over years and in many disparate formats, these records are used to fulfill customer requests, manage employees, or keep track of product development. In many cases, these data are left lying around, ignored on servers, collecting virtual dust, and not leveraged for the insights that lie within.

  • Employee data: Records of retention, satisfaction, reviews, salaries, promotions, complaints, departments and more can be transformed and standardized as variables for statistical analysis.
  • Customer data: This is where we start to use the phrase “big data.” Transactional data reflecting purchases, SKUs, prices, times, dates, and more can come in datasets of millions or trillions of records with thousands of variables. Click-stream data gathered from websites can be exponentially more massive as every tiny movement and action made by a finger, pen, or mouse on digital screens is tracked. These data are already collected in standardized datasets and ready to be reformatted or transformed into specialized datasets for analysis.
  • Business data: Executives are often most interested in these data – revenue, costs, finances, operations, inventory, supply chain, & logistical data. These data, also usually available in standardized datasets, are often summarized from individual level data but are even more valuable at the individual level.

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Secondary research data

Secondary research data is all-encompassing. It can include any type of primary research or business data that were collected for some other purpose, whether by yourself, someone else at your company, or someone at a different company. As such, you might have access to small survey datasets, massive transactional datasets, or compiled and summarized datasets. In addition to the primary and research data already described, it could include:

  • Third party data: A huge range of data types and sizes can be purchased from third parties that create, curate, and collate many sources of data, potentially terabytes of individual or summary level data.
  • Social media data: Originally created to communicate a specific message to a specific person (or persons), social media data can be gathered and used for purposes other than originally intended. These data may include information about brands, people, and companies, date, time, geography, sentiment, and more. It may need to be transformed and standardized but a wealth of insights exist here as well.

 

Types of Analyses

There are three categories of analytics and skill-sets that might be required in the course of a research project. 

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Standard analytics

Most quantitative market researchers have a broad understanding of the theory and application of statistics. They know when and why to apply certain types of analyses to achieve specific research goals. Specifically, they have a lot of experience interpreting massive data tabulation files and running standard survey analyses to help us identify patterns and understand what happened and why.

They focus mostly on:

  • Types of data: Primary data, usually quantitative survey data
  • Types of analyses: Correlations, t-tests, chi-square, means, standard deviations, ANOVAs, descriptive and diagnostic statistics
  • Analysis tools: Menu driven SPSS, Excel, data tabulations
  • Outputs: PPT reports, static Excel reports

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 Questions to Find Out If This Is The Goal
  • Will the analyses focus on details from the data tabulations?
  • Do you need insights beyond what is covered in the data tabulations?
  • Do you need anything beyond descriptive statistics like means, standard deviations, and box scores?

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 Possible Research Questions

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Advanced analytics

Advanced analytics are usually conducted by people who have specialized training and expertise in statistics. They are experienced with non-standard and special cases of statistical tests that can’t be determined from data tabulations. Advanced analytics can help us understand what happened, why it happened, and predict what is likely to happen next.

They focus mostly on:

  • Types of data: Primary research data, small business datasets, biometrics data
  • Types of analyses: All of the standard analytics plus linear / logistic / multiple regression, conjoint, MaxDiff, TURF, factor analysis, cluster analysis, segmentation, discriminant analysis, perceptual mapping, special cases of standard analytics, predictive analytics, forecasting, and more
  • Analysis tools: Menu or script driven SPSS, SAS, R, Python
  • Outputs: PPT reports, static or dynamic Excel reports, user-guided dashboards, simulators

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 Questions to Find Out If This Is The Goal
  • Do you need to segment people or products into groups?
  • Do you need to predict purchases or forecast sales?

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 Possible Research Questions

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Business Analytics/Intelligence

Answering business intelligence questions to improve strategic decision making and create a competitive advantage normally requires advanced expertise in both statistics and data management. That skill set is often described as data science. Of course, for maximum effectiveness, you would also want this person to have extensive experience with marketing and consumer data.

These experts focus mostly on:

  • Types of data: Big data, business data, transactional data, logistics, employee data, real-time or near-time data
  • Types of analyses: All standard and advanced analytics, plus data transformation and manipulation, data fusion, data mining
  • Analysis tools: Python, R, SAS, SQL, machine learning, AI
  • Outputs: PPT reports, static or dynamic Excel reports, user-guided dashboards, simulators

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 Questions to Find Out If This Is The Goal
  • Do you need to combine different types of data from multiple sources?
  • Do you need to make sales or logistics predictions in real-time?

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 Possible Research Questions
  • Why are we unable to keep warehouses stocked with the right products at the right time?
  • Where are we dropping the ball with our processes and logistics, and how can we solve small problems before they become big problems?
  • How can we increase our efficiency to improve our overall profitability?
  • When a customer has selected a single product, what other products would they be most interested in?
  • Can we drop a rarely purchased product without causing our highest value customers to switch retailers?
  • How can we ensure optimal inventory for every SKU using existing business data? – A case study

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What’s Next?

There’s a lot of overlap among various analytical techniques and objectives. One project may require only standard analytics whereas another may require all of them. However, once the research problem and the available datasets are clearly defined (not as easy as you’d think!), your analyst will know which techniques and software are best suited to uncover your answers.

If you’re ready to gather top quality insights about your buyers, brands, and business, please do email your project specifications to our research experts using Projects at E2Eresearch dot com. We’d love to help you turn your enigma into enlightenment!

 

 

Podcasts about Business Intelligence

 

Business Intelligence and Data Analytics Conferences

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30 Questions Medical, Pharmaceutical, and Healthcare Market Researchers Need to Answer to Help Support a Successful Business
By E2E Research | April 30, 2021

Market research is the foundation of any successful business. Within the healthcare industry, it helps us to better understand perceived strengths and weaknesses of medical devices and pharmaceuticals, gain a better understanding of key stakeholder wants and needs, gain a better understanding of the industry and competitive market space, gain a better understanding of advertising campaigns and promotions, and create fair and profitable pricing strategies. Let’s address each of these areas individually.

 

(Of course, feel free to skip to the end for a list of healthcare/pharma conferences and podcasts!)

 

 

Better Understand the Product Strengths and Weaknesses

At the heart of a successful business is a carefully researched and designed product or service that meets the key needs of its target audience. By conducting well designed surveys and product/sensory tests via IHUTs or Central Location Tests, you can understand:

 

  • What needs does your product meet and what unmet needs need additional development?
  • What features of the product are unique within the broader, competitive category and can serve as your unique selling points?
  • How is the product correctly and incorrectly used suggesting needs for training or redesign?
  • How is your product used in unanticipated ways such that new needs or audiences could be addressed?
  • Does the memorability of your product require improvements in terms of its features, branding, colors, or logos?
  • Should certain product lines be expanded or reduced based on growing or decreasing market needs?

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    Review a product case study:

 

 

Better Understand the People: Patients, Caregivers, Physicians, Healthcare Workers, Payers

While a quality product or service is being build, it’s important to understand the perceptions of all key stakeholders. From users to buyers and those who will be recommending the product, it’s imperative that each group understand the strengths and weaknesses of the product in order to ensure maximum success. Using questionnaires, business intelligence, and secondary research, there are a number of key questions you will need to understand about your key stakeholders:

 

  • Who is your target audience in terms of their demographic, psychographic, family, social, economic, and health characteristics?
  • How does the patient journey evolve from the onset of symptoms through to diagnosis, treatment, management, and recovery while understanding medical, emotional, financial, and social needs and situations?
  • What personal experiences do patients have within the category including adverse events from your brand and competitive brands?
  • Which stakeholders come into contact with your treatments, medical devices, or healthcare facilities e.g., buyers, administrators, payers, technicians, clinicians, patients, families?
  • What does each stakeholder group need, want, feel, and prefer?
  • What drives each key stakeholder group to choose, use, buy, and recommend your brand vs competitive brands, e.g., clinicians, patients, payers, buyers, sellers
  • Which stakeholders will influence your target audience to consider using or buying treatments, medical devices, or facilities?

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    Review a stakeholder case study

 

 

Better Understand the Placement, Industry, and Competitive Market Space

Every product or service exists within a broad ecosystem of competitive brands and companies. By conducting questionnaires or secondary desk research, you can understand a wide range of business problems such as:

 

  • Who are your primary and secondary competitors locally, globally, and virtually?
  • What product, physical, emotional, social, and economic needs is the market needs failing to address?
  • How has the competitive landscape changed over the last year and how might it forecast into the next 3 to 5 years within your country and potential expansion countries?
  • Where are the white spaces to develop new products, extend services, or open new locations?
  • Can secondary data help us understand how large our existing market is and how large it could be while remaining profitable?

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   Review a market case study

 

 

 

Better Understand Promotions, Advertising, and Campaigns

With a great product or service built and the target audience well understood, a marketing campaign is normally required to reach out to the target audience and introduce them to your offering. Using questionnaires or data analytics, a number of key questions can be answered:

 

  • Which online and offline information channels do your users and buyers use to learn about new products, gather recommendations, or make purchases?
  • What types of messaging would be most successful at reaching your target audience and differentiating your brand from competitors?
  • What types of ads would be most effective with each of your audience segments when considering likability, meaningfulness, believability and the likelihood to act?
  • What types of healthcare marketing campaigns are more likely to be successful?
  • What types of brands, companies, or influencers would your users and buyers like to be incorporated in an integrated marketing campaign?
  • Which concepts are most memorable and would generate the most action from your target audience?

.

   Review an advertising case study:

 

 

Create A Fair and Profitable Pricing Strategy

There is more to pricing than picking a number that will generate profit. A price that is too high can reduce physician recommendations and insurance coverage. A price that is too low leaves achievable profit on the table. A final price can only be determined by understanding your true profit margin, market pricing, and stakeholder needs. To build the most effective pricing strategy for your medical device, pharmaceutical product, or service, conduct the appropriate surveys, interviews, and secondary research first.

 

  • Based on secondary research, how are competitive products on the market currently priced?
  • Using questionnaire data, what type of pricing strategy is most appealing to healthcare administrators and payers?
  • What type of pricing strategy would facilitate product recommendations from clinicians and physicians?
  • Which user segment has the least and the greatest revenue potential?
  • Based on a Conjoint or MaxDiff questionnaire, which product features drive higher and lower prices?
  • Which set of product features would drive the most profit?
  • What type of pricing strategy is fair for and accessible versus out of reach to patients?

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   Review a pricing case study

 

 

 

Conclusion

Building a successful medical, pharmaceutical, or healthcare product or service requires a foundation of well designed and executed research coupled with well analyzed and actioned results. Whether you’re tasked with supporting the growth of an innovative new brand or helping a company understand their buyers and their business, our team has more than ten years of experience helping researchers, marketers, and brand managers generate great quality healthcare data and insights for the questions outlined above. Please feel free to email your project specifications to our research experts using Projects at E2Eresearch dot com. We’d love to help!

 

 

Learn at upcoming healthcare industry conferences

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Listen to some great podcasts about healthcare marketing

 

 

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