Case Study #2: Market Understanding & Consumer Needs in the Health Care Industry:
For the second case study example, we pulled from another industry entirely, designed to shed some light on consumers within the health care space. Our client was interested in understanding perceptions of health care in their region, both more broadly and among a handful of giants that occupied the space. One of the underlying objectives was to also obtain direction for use in their messaging. As it turns out, the still very current health crisis we’re all so familiar with was having a considerable impact on preferentiality and our client’s brand was seeing a decidedly negative impact. They needed insight to clearly define new messaging, regain lost loyalty and reinforce their mission.
In this research design, we again used quantitative to guide our qualitative discussions…in more ways than one:
- Helped determine key indicators used to operationalize TWO segments of health care consumers (those who favored our client and those who were apathetic).
- Provided detail used to determine the ‘short-list’ of services and amenities for exploration among well-curated, target segments.
- Provided a market-level baseline read on messaging reception for comparison to both segments to tease out key differences and similarities.
While this study began as quantitative first; the bulk of the execution was a five-day online board/short-term community. Throughout the week we rotated quantitative tasks within the qualitative discussion allowing us to deep dive into the aggregate results rather than trying to discern individual results all week. This helped ground the discussion and got the consumers thinking in more detail as they caught on to the design.
To focus the qualitative discussion, we used surveys to quantify large “bucket-sorting” tasks for preferred brands, brand attributes, and InsightsNow Implicit Test again for brand messaging. Those results were tied into group and individual assignments in the discussion by highlighting keep themes in the aggregate. By moving any short-response type questions in the surveys, we could tie back their larger discussions to their customized survey responses (if needed).