Using Mobile Ethnography for Concept Testing with hard to reach Medical Specialists
Reaching Medical Specialists today for any form of research is more challenging than ever. Given their intense schedules and the fact that they are usually on call, arranging time for them to meet with researchers at a central location can be extremely costly and difficult to actually arrange. This results in significant costs and wasted budgets due to a high level of cancellation and rescheduling. More costly however, is the delays that result which can push back your creative, advertising and communications timelines significantly.
Understanding triggers, influences and barriers on your target segments is the foundation on which to build an impactful Marketing Strategy. Word of mouth and discounted prices alone will only get you so far. If you are not cutting through with your Advertising and Communications, you are missing out.
Get instant feedback on your Concept Testing using mobile
In order to become more agile, reduce timelines and capture richer, more in-the-moment feedback, pharmaceutical brands need to leverage the power of mobile ethnography to better connect them with the busy professionals who they need to understand.
With little time for focus groups or IDIs and the challenge of getting Medical Specialists into a central location, Medical Specialists are best reached using solutions that align with their crazy schedules. Using Mobile to get in front of this hard to reach segment coupled with the added flexibility of letting them complete tasks at a time that works for them ensures that both timelines and costs can be drastically reduced.
Creative Concept Testing using Mobile Ethnography:
A typical methodology to get in context, in-the-moment feedback adcept and concept feedback from medical professionals using mobile would typically start with a Qual recruit where your Qualitative Research recruiter is given a screener and is contracted to source respondents matching the client brief.
Medical recruits are typically expensive and time consuming given the low incidence rates and the difficulty of reaching time pressed Medical Specialists.
As a result, it’s typical that respondents are recruited in drips, sometimes one by one and to cater for this reality, we recommend sequential tasking.
Designing sequential tasks for mobile Concept Testing
With Sequential tasking, tasks are scripted in a linear sequence and gated. As a result, when respondents register, they only see their first task. Once they complete this task, the next task is revealed and so on.
This has two main benefits:
Respondents can complete all move at their own pace on a schedule that suits them.
As future tasks are hidden from respondents, their responses to the early tasks are not biased them being able to see the later tasks.
We usually recommend you start with an intro selfie task and ask the respond 3-4 intro questions to get them to introduce themselves and possibly answer 1 or 2 screening questions that can be later clipped and used in your debrief.
Testing stimuli (concept graphics and videos) using Mobile Ethnography
When it comes to testing various stimuli – be they images or animatics / adcepts, we recommend that you embed the stimuli in your task list so that respondents can view these stimuli at a time that suits them using their smartphones.
This means respondents can complete tasks when they get a break in their schedule / have time to take 15 mins over a coffee and reply to your tasks.
This is a really low friction way that aligns your tasks with the reality of the respondents daily routines.
By embedding multimedia concepts into sequential tasks, designed specifically to ensure only one stimulus is seen at a time, respondents can view stimuli in isolation and respond in the moment (using text or video feedback) without any outside influences or distractions.
By viewing one concept at a time, you are capturing the initial gut reaction of the respondent to each one without being influenced by each other. Respondents cannot move onto the next task until they complete the current task which ensures that they cannot skip ahead.
Furthermore, if required, stimuli can be hidden from view enabling you to test how well respondents recall the concept they just viewed.
After all tasks are completed, a final reflection task can be set to review all concepts collectively and see if opinions have changed after seeing and completing all tasks.
Using mobile concept testing for pre-tasking / pre-work
Using Mobile Ethnography to carry out your concept and adcept testing does not have to be a standalone research methodology. It is even more powerful when used in a pre-tasking / pre-work context by getting the respondents to provide feedback on stimuli ahead of focus groups or indepth interviews (IDIs).
By getting respondents to engage and provide feedback on concepts and adcepts using the mobile ethnography app ahead of your in-person meetings, you get to know the respondents before you get to meet the respondents.
With probes delivered via push notifications you can engage and probe respondents over mobile. This enables you to hit the ground running when you meet the respondents in person and you can quickly change the dynamic of the in-person session from being about discovery to being about probing and challenging the respondents earlier uploads from the mobile app. Again this can cut down the amount of time you need from each respondent making it easier to convince them to take part.
Advantages of mobile concept testing
Using sequential, user-driven tasking, which allows Respondents to complete tasks in their familiar environment while working around their schedules, gives you genuine, gut reaction responses without outside influences.
These responses revealing unfiltered attitudes, get you a step ahead in follow up interviews, allowing you to exploring them further.