Healthcare Qualitative Market Research

How can you analyze the market for a therapeutic solution if you don’t know anything about the market and you don’t understand the therapeutic solution? Our exclusive commitment to the healthcare industry over the past 30 years provides you with the insurance that we understand the behaviors of your customers when analyzing the market for a MedTech or a therapeutic solution."

Olivier Cotten  European Managing Partner at TMTG

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Interviewer Expertise

Qualitative research methodologies rely on one-on-one in-depth and/or group interviews that must be conducted by a skilled interviewer. To get the most unbiased and reliable information, the interviewer must combine expertise in three areas:

Marketing Method

To channel the interviews towards the study’s objectives and to collect balanced information without introducing any bias in the answers.

Moderation Technique

To maintain conditions throughout the interview which favor the expression of the innermost motivations of the people being questioned.

"Domain" or Clinical Knowledge

To be credible with the interviewees who are healthcare providers or executives, and to understand quickly the critical points raised during the discussion to react and get deeper insights.

Qualitative Study Methods

In-Depth Interviews (IDIs): one-on-one for rich unbiased information

In-depth individual interview (30 to 60 minutes) explores the conscious and subconscious motivations of the interviewee. It allows their practices, perceptions, intentions and needs to be understood as well as building up an idea about the influence of their environment. These interviews can be carried out in three ways:

 

Face-to-Face  (F2F IDIs)

The Face-to-Face interview is probably the richest type of interview. Listening to the interviewee is supplemented by the observation of their reactions and their attitudes. These interviews can be carried out in the interviewee’s office, at the hospital, in the pharmacy, at his home or in a professional studio.


Online Face-to-Face

This Internet approach has the advantage of maintaining visual contact during the interview, whilst at the same time avoiding geographical constraints, insuring better time efficiency, better geographical representativeness, and reduction in travelling costs.


Phone (tele-IDIs)

Telephone interviews have the advantage of being anonymous. The absence of visual contact can be, in certain situation, an advantage to entice interviewees to reveal their true motivation and behavior.

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Groups: controlled group for convergence and consensus

This methodology aims to produce an interaction between several interviewees, by intensifying their thought-process and creativity. Thanks to the moderator’s know-how, the discussions either lead to a consensus or bring major differences to light.


Group sessions are typically audio/video recorded with the client being a passive observer. Focus Groups can be conducted Face-to-Face or over the internet.


Focus Group (high level of control)

In general, a focus group brings together between 6 and 8 participants. The objective in such session is to focus on a well-defined subject. The moderator’s involvement is stronger than in the other types of groups. The aim is to make the participants answer specific questions in order to reach a consensus on, for example, their practices.


Creative Group (low level of control)

This variation of the Focus Group is particularly relevant when new ideas need to be brought out. Interactions between participants are essential, reason why choosing a reduced number of participants (6 or less) is often wise. Working sub-groups can also be formed during the session (creative workshops). The moderator’s role is to stimulate exchanges to bring out new ideas, whilst channeling energies.


Mini Group

Either a dyad (2 participants and 1 moderator) or a triad (3 participants and 1 moderator), the mini group magnifies the effect of interaction and perceptibly increases the speaking time of each participant. This approach is suggested for complex issues, involving a greater personal reflection. As it allows to alternate between practices (group / individual work / pooling, etc.), this methodology is perfect for use in more complex techniques (projective and role-play, etc.).

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Observational Field Studies: user observation for out-of-the box thinking

These marketing research studies consist in observing the participants (with their consent) in the environment where they are exposed to a product or service. The studies enable us to identify unsuspected parameters which can either benefit or damage the use of a product (problems of usability or use, etc.). The observer must blend into the environment so that his presence has as little affect as possible on the study.


Such studies require a lot of initial preparation. The observation phases are generally interspersed with debriefing interviews with the participants, and there are often brainstorming sessions to confirm and analyze the observations which have been made.

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Our Extensive Network of Healthcare Respondents and Specialized Panels

Effective qualitative healthcare market research relies on insights from a diverse and specialized network of healthcare professionals. At The MarkeTech Group, we utilize this network to provide a deep, nuanced understanding of the healthcare landscape.

Our network includes a wide range of clinicians and specialists, enabling us to capture varied perspectives essential for understanding complex healthcare behaviors and decision-making processes.

Engaging with Key Decision-Makers

We connect with healthcare executives and department heads to gain insights into the strategic factors influencing product adoption and market trends, ensuring our research reflects the priorities of those who drive healthcare decisions.

Our clinician networks facilitate access to patient-centric insights by understanding patient needs and preferences from the viewpoint of healthcare providers, offering a comprehensive perspective on patient care dynamics.

Specialized Moderation Techniques

The choice of the moderation technique is essential. A very directive style of moderation can be necessary to intentionally structure responses. The moderator’s discretion can be essential to let the participants express themselves freely and reduce as much as possible the bias inevitably introduced by the research process.

  • Declarative Approaches

    These techniques take place around a moderation guide which is structured but at the same time allows a good discussion flow, thanks to what are known as "open-ended questions". The participants give their answers to the moderator, whose role is to direct and deepen the process of reflection making sure to reduce the natural bias introduced by the researcher on the object of its research.

  • Projective Approaches

    Adapted from clinical psychology, projective approaches are extremely efficient in studies where we know that the participant will find it difficult or will be reluctant to reveal a behaviour, motivation or perception. This incapability can stem from lack of confidence, taboos, an environment which is not conducive to exchange, themes which are not socially acceptable, etc. Projective approaches bypass these hurdles by inviting each participant to project her/himself into another person or into an object. While the participant thinks she/he is expressing the opinion of an imaginary person, she/he is actually sharing her/his own opinions and beliefs.


    These techniques need to be extremely well-mastered in order for the efficient and accurate results to be obtained. Combining projective and declarative techniques is often useful.


    Click on these techniques to learn more about each one: Mock-up & Role Plays | Associations & Analogies | The Shopping List or the Imaginary Doctor | Godfather Approach

Cutting-Edge Tools Supporting Qualitative Research

To enhance the depth and accuracy of our qualitative research, The MarkeTech Group employs a suite of proprietary tools tailored to the unique demands of healthcare market research. These tools allow us to capture nuanced feedback and provide actionable insights.

imagePRO™

ImagePRO™ is specifically designed to gather detailed insights from professionals within the medical imaging sector. These surveys are an essential tool for understanding the unique needs and preferences in this specialized area of healthcare, contributing to more targeted and effective research outcomes.

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chatPRO™

ChatPRO™ is an asynchronous communication platform that enables respondents and moderators to interact at their convenience, without the need for live calls or real-time discussions. Exclusively used with our imagePRO™ panel, ChatPRO™ allows for thoughtful, ongoing exchanges that capture in-depth qualitative data, offering flexibility in data collection.

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simPRO™

SimPRO™ enhances our ability to simulate market scenarios based on qualitative data, helping you visualize potential outcomes and make data-driven decisions. This tool is particularly useful in understanding how healthcare providers and patients might react to new products or services.

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What Our Partners Say

Companies like you are the reason that we do what we do.  We're here to serve you. Read this selection of client testimonials to see how we've been a part of VOC in the medical industry.

TMTG pricing models are really excellent and meet the needs of our team each and every time. When the technical and clinical elements of the product are complex, commissioning an advanced multivariate study that makes sense of that complexity is of high value to our teams. Also of importance, we get prompt and well thought responses from TMTG team members on every aspect of the marketing research.


Sue Siewert, GE Healthcare

Director of Global Business Analysis 

I appreciated the TMTG’s team ability to understand the stakes of these Voice of Customers studies. TMTG has our business’ knowledge, especially in medical imaging, cardiology, neurology or surgery for example. This market and technical expertise in health is a real asset to collaborate effectively with our internal teams and build a climate of trust. Project implementation is professional mainly in relation to the quality of the respondent’s recruitment and the conduct of interviews and discussion groups. 


Sophie Perceval, GE Healthcare EU

Customer Market Insights Business Partner Europe 

The MarketTech Group is unique in their ability to simplify complex business questions and simplify them clearly and efficiently. The result is a quality project that makes the best us of both our time and our budget. We have trusted them with some of the most critical questions facing us relative to the value and opportunity of key products, and they always come through. 


Linda Harrell, Becton Dickinson

Director, Global Insights and Market Research 


At Siemens Healthineers, we highly value TMTG’s partnership as they provide a broad range of qualitative and quantitative services in Voice of Customer marketing research. We have used their research services for many years, and more recently with high level multi-country large scale studies. What I value the most is their ability to access C-suite Healthcare Executives we do not know yet and the opportunity they give us to directly interact with high-level respondents.


Alexander Zimmermann, Siemens Healthineers WW 

Chief Marketing Officer 

Ansell Healthcare has engaged The MarkeTech Group (TMTG) on a number of occasions for qualitative studies and concept research in various international markets. In every occasion the study has been conducted promptly and in a very professional manner. The outcomes have always been very insightful, providing valuable intelligence and guiding valuable strategic decisions. 


Monica Sagardoy, Ansell

Senior Global Director, Surgical Brands and Acute Care 

We highly value TMTG and have used their research services for years, especially for projects that require market insights and for complex projects that require deep knowledge of the industry. This benefitted us in that TMTG could be an extension of our company with their expertise as they interfaced with customers to conduct research and synthesize the analysis. As a result, we’ve been able to get to actionable insights & take action based on insightful analysis.


Shawn Miller, Philips

Director, Market Intelligence & Strategy 

TMTG has accompanied us on a complex segmentation project of clinical diagnostic laboratories over 6 countries (Top 5 European countries and Turkey). We selected TMTG to carry out this project for several reasons: the recommended methodology, TMTG knowledge of the clinical diagnostic laboratory market and ability to lead projects at international level. The depth of collected data across market segments of our market allowed us to initiate our marketing programs with confidence.


Laurent Teste, Bio-Rad Laboratories

EMEA Segment Manager Clinical Diagnostics EMEA 

The greatest strengths of the TMTG team were its ability to understand the highly complex healthcare market environment in the different countries and to turn a quantitative cluster analysis into robust strategic recommendations for each identified segments. TMTG also demonstrated high standards of quality and reacted quickly to find solutions when facing field execution challenges. I really appreciated this close interaction which helped establish trust in the consulting provided on consistency and robustness.


Marion Spitzer, Olympus Europa SE & CO.

KG Commercial Excellence - Medical Systems Market Intelligence 

TMTG has the unique knowledge in the diagnostics imaging industry that most market research firms do not have. I am very satisfied with TMTG’s services. The recommendations that TMTG provided are actionable, evidence-based, and well thought. We have adopted TMTG’s recommendations that have saved our company a lot of money. The data collected through research has filled the knowledge gap where our company has struggled for a long time. 


Jun Gao, Bracco

Senior Manager, Sales & Marketing Analytics 

Why Choose The MarkeTech Group for Healthcare Qualitative Market Research?

The MarkeTech Group is a global leader in Voice-of-Customer research, specializing exclusively in the MedTech field for over 30 years. Our unparalleled expertise in healthcare market research ensures that the insights we deliver are both precise and actionable. Unlike broader market research firms, we focus solely on the unique challenges of the healthcare industry, providing you with the specialized knowledge and innovative tools needed to make informed decisions. Choose The MarkeTech Group for unparalleled expertise and precision in healthcare qualitative research.

FAQs: Healthcare Qualitative Market Research

  • What is Healthcare Qualitative Market Research?

    Healthcare Qualitative Market Research involves in-depth exploration of patient and clinician behaviors, motivations, and experiences through methods like interviews, focus groups, and observational studies. This approach provides insights into the "why" behind decision-making in healthcare.

  • How can the insights from qualitative research help my organization?

    The insights gained from qualitative research can help you understand patient and clinician needs, inform product development, optimize marketing strategies, and make data-driven decisions that align with your organization’s goals.

  • What is an Example of Qualitative Research in Healthcare?

    An example of qualitative research in healthcare could be conducting in-depth interviews with physicians to understand their decision-making process when choosing new medical devices. These interviews explore factors such as clinical efficacy, ease of use, and patient outcomes, providing rich, detailed insights into what drives their choices. This type of research helps healthcare companies tailor their products and marketing strategies to better meet the needs and preferences of clinicians.

  • When Should I Choose Qualitative Research Over Quantitative?

    Choose qualitative research when you need to explore in-depth insights, such as understanding the reasons behind patient preferences or clinician decision-making. Use quantitative research when you need statistical data to measure trends, like the percentage of patients using a specific treatment. For a well-rounded understanding, combine both methods—qualitative research adds depth and context to the numerical data provided by quantitative research, giving you a more complete view of your target audience or market.

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