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Presentation Presented at Quirks Chicago, April 2, 2019
Market research often takes a hedonic approach to understanding and predicting consumer behavior: the more people like something, the more likely they are to purchase it. Research methods that follow this assumption are simple: to predict the likelihood of purchase, measure how much they like it. Some market research recognizes that real-world barriers exist so incorporate questions to discover these. Despite the appeal of such a simple approach, it does not capture the complexities of the attitude-behavior link that best predict specific behaviors.
In the healthcare industry, we’re privileged to work alongside some of the brightest and most driven individuals in the world. The top voices in a medical field function as a trusted source of information to their peers as well as to those bringing new medical interventions to market.
When it comes to capturing honest, representative information from respondents about their attitudes, their behaviors, and their feelings, even the smallest of things can risk skewing the results.
Research among patients is vital to closing the information asymmetry between drug producers and end users. For many diseases, finding patients willing to share their experiences is no issue at all. However, conducting research among rare disease patients is a unique challenge due to, you guessed it, the rarity of their disease.
During our 2017 webinar “Research for Small Markets and Samples” I made the point that small market business objectives addressed via central tendency measures are less helpful – I would like to revisit and challenge this.
How long does it take to ascertain the correct diagnosis? Which doctors will patients see, and who will they be referred to next? These seemingly direct questions are often all too complicated in rare disease. If we could better educate providers about disease symptoms and triggers, perhaps patients could be diagnosed sooner, and begin appropriate treatment sooner as well. That’s exactly what the International Pemphigoid and Pemphigus Foundation (IPPF) had in mind. Read the full post to learn how we helped!