Using TDIs, CATIs and WATIs for Healthcare Market Research

Using TDIs, CATIs and WATIs for Healthcare Market Research

At LDA Research we’ve built an enviable reputation for accessing patients and healthcare professionals from across the world. Our clients come to us for global intelligence and we utilise a range of methodologies that facilitate international market research in healthcare.

Much of the research we are asked to undertake in the pharmaceutical and medical device sectors, is qualitative. This requires that our specialist moderators engage in depth with the ideas, values and issues that are driving the healthcare profession within their geographical context.

Whilst we can’t always be face-to-face with interviewees who are part of our international network, we maintain the goal of detailed, informed discussion. In this blog we’ll be discussing our use of the phone as a way to glean local specialist knowledge.

Telephone Depth Interviewing (TDI)

These can be scheduled to suit the interviewee, and can happen in a location that suits them. The aim of a TDI is to achieve the equivalent of a face-to-face interview, over the phone. LDA Research always uses professional interviewers with experience in healthcare research, or practice, to ensure that the interview digs down to draw out insights that will aid the research goals.

As the aim is to create a detailed discussion, we use topic briefs rather than structured questionnaires on TDIs. The interviewer will offer the option to use video on the call, which allows them to view body language, but if the interviewee is uncomfortable with this, it isn’t essential. The crucial thing is to develop a rapport on the phone, which will allow for a free-flowing discussion of ideas, opinions and values.

LDA TDI Examples

  • Telephone interviews with ophthalmologists in Germany and the UK on the topic of non-infectious uveitis
  • Telephone interviews with epileptologists in UK on the topic of paediatric focal seizures

Web Assisted Telephone Interviewing (WATI)

These are one-to-one or group telephone interviews utilising information which is shared via the internet. These might take the form of a survey, or the interviewer might present – for example – pricing guides or advertising images, and the interviewee will be asked to respond to prompts, or questions related to the material.

This approach has the advantage of allowing both parties to share web material in real time. The online content is then enriched by the addition of a specific context, or a particular line of questioning. This approach can also be used for research groups, where a survey is completed anonymously but the aggregate results are fed back, inviting discussion, in the course of the session.

LDA WATI Examples:

  • Web assisted telephone interviews with cardiac surgeons and cardiac anaesthetists in the UK, on the topic of prophylactic treatments for blood loss.
  • Web Assisted Telephone Interviews in the UK with ICU pharmacists and dieticians on the topic of parental nutrition

Computer Assisted Telephone Interviewing (CATI)

This approach utilises a pre-written survey which the interviewer presents to the interviewee. Computer software provides the interviewer with a script which offers an introduction to the survey, any special instructions (if the answers are going to be timed, for example), as well as the questions themselves.

Whilst this approach is more formal than the TDIs or WATIs, there is still the opportunity for interventions, where appropriate. Certain answers may prompt additional questions, or become the precursor for a follow-up call. All the responses offered by respondents are entered online by the interviewer as the survey progresses.

LDA CATI Examples

  • Computer assisted telephone interviews with Irish pharmacists on the topic of chemotherapy compounding
  • Computer assisted telephone interviews in USA with ICU, OR, ER, med-surge nurses and nurse managers, CNOs, respiratory therapists, biomedical engineers and purchasers on the topic consumables

LDA Research Puts the Research First

As a medical market research agency, we’re known for our tenacity when it comes to accessing the views and opinions our clients need. We have a range of approaches which can be customised to suit the particular needs of interviewees, and the research itself.

medical device market research

Medical Device Market Research

LDA Research was set up in 2011, in Bedfordshire, and for the past 7 years the core team has been pursuing their passion globally. We’re lucky enough to spend our time providing specialist qualitative research for the rapidly growing medical device sector. Every member of the team is committed to providing high quality, bespoke market research solutions for management consultants, design agencies, advertising companies, medical clients and health market research agencies.

Why Use Qualitative Research?

Qualitative medical device marketing research depends upon person-to-person interaction as a means of garnering opinions, motivations, ideas and themes active in the target group for any new medical device. It’s a highly effective methodology for understanding customer satisfaction, sector pricing intelligence, market attractiveness, innovation assessment and perceived use value.

We pride ourselves on the responsive nature of our research methodology, and on our ability – as a team – to tailor our research to the business needs of our clients. That may mean accessing hard-to-reach patients, incorporating tech in innovative ways or moving beyond our database to reach out to participants in regions, or countries that we haven’t worked with before. As a research team we love a challenge, and we keep going until we get what our clients need!

Quantitative Medical Device Market Research for Development

Clients often ask us to find out for them where the greatest unmet needs are in a particular area. This may feed into an R&D process, or it may be at the stage of fine tuning of a device which has already been developed. Dependent on the research aims, we would normally seek to conduct phone, web conferencing, or face-to-face interviews with healthcare professionals, and thought leaders operating within the appropriate professional environment.

Qualitative Research for Usability Testing

Regulation (EU) 2017/745 has raised the European bar for the usability testing of medical devices. We are, therefore, seeing a heightened demand from our clients for device simulations. Being able to see how patients interact with a new product or device provides valuable information to developers and marketers. The ensuing report will often lead to an understanding of training requirements, or refinements needed in the way the device is packaged or presented for use.

Qualitative Patient Focused Research

We have a great track record for pulling together patient focus groups either as online forums, or – if the geographical dispersion is local, or national – as part of a workshop. This methodology is particularly useful where a training need has been identified and the training programme has been designed. Patients will often point out crucial issues that have been overlooked by developers, or use their first hand experience to provide solutions to challenges that have been bugging the development team.

Post Launch Qualitative Research

We can help with the entire product lifecycle, providing accurate, authentic medical market research. Once a device is launched, we are often asked to carry out ‘follow-on’ research with patients using it. We’re always particularly interested in the data provided by people who have ceased to use the product, or those who are aware of the product but have not yet decided to adopt it.

Skilled Moderators are Key to Effective Medical Device Market Research

The skill of the researcher is always paramount to achieving effective result in ethnographic qualitative research. We take care to recruit moderators and interviewers who have a background in either medical research or specialist healthcare. This professional expertise allows them to ask detailed – and at times – probing questions of clients. Granular responses help developers understand to what degree their product is supporting the patient and fulfilling the needs of the market.