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Case Studies

Since every business question is slightly different, every project methodology and the associated deliverables are as well. 

1. Describing a Challenge

A boutique healthcare company focusing on oncology wanted to understand how to improve uptake for a key therapy.  Prior research suggested that the therapy was already widely used, but reports from sales representatives raised the possibility that the therapy might be discontinued too early. 

  • I designed a 40-minute online questionnaire collecting patient chart data from treating oncologists for patients who had been discontinued on the therapy.

  • I worked with field partners to collect data on hundreds of patients.

  • And performed narrowly targeted analysis to
    a) understand patients discontinued early and
    b) contrast them to longer-dosed patients. 

  • The final deck consisted of 35 customized slides highlighting key data insights.

  • The study was so useful to the client they submitted the research for a BOBI award.

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2. Quick Turn Research

A leading pharmaceutical company, in preparation for new advertising intended to showcase a particular benefit, realized at a late stage that they had not validated their planned communications and were not certain which of several variations on the proposed positioning would work. 

  • I designed a complete study for them in an afternoon - quantitative interviews with pharmacists and patients, followed by "drill-down" IDIs with both groups

  • Wrote a 10-minute online questionnaire and a discussion guide for 45-minute in depth interviews to evaluate the performance of the positioning, compare performance of 2-3 advertising concepts and assess 10 taglines with 5-6 associated messages per group

  • Worked with field partners to gather 30 pharmacist and 30 patient interviews, and then moderated 5 pharmacist & patient IDIs

  • Performed efficient, streamlined analysis to present winning concept, appropriate taglines and the pros and cons of the messages assessed

  • Entire study completed in half the time of a traditional quick turn study.

3. Understanding Advantages

A major player in a niche therapy area wanted to demonstrate the advantages of their product for use in marketing and as content for academic publication. 

  • I designed a 40-minute questionnaire that neutrally, non-promotionally elicited patients' experiences with users of this and similar products via an interviewer-assisted online survey with screen sharing (CAWI)

  • Worked with field partners to collect data from close to 200 patients

  • And systematically broke down results to present simple, straightforward findings that confirmed or disconfirmed the specific benefits of products that shared the client's preferred feature.

  • Paper by watermeadow submitted for publication.

4. Hypothesis Testing

A manufacturer of consumer products wanted to understand why their product, second to market with a specific improvement, was not performing as well as had been anticipated. 

  • I worked with the client to identify a variety of hypotheses that could potentially explain the shortfall.

  • Wrote a 15-minute online questionnaire designed to elicit information needed to evaluate these hypotheses.

  • Worked with field partners to collect data on hundreds of target users.

  • And evaluated each hypothesis using the appropriate custom analysis - including cross-tabs, selective filtering and regression analysis - before creating straightforward charts to demonstrate results.

  • While the complete results were detailed in a 93-page deck, the summary was presented on two pages.

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