Transcript casi

An aid in motivational research into sensitive
subjects: projective techniques
Allow the subject to set aside the rational dimension and
enter a emotive/subconscious level.
The most widely used projective tests are:
ASSOCIATION OF WORDS/COMPLETION OF
PHRASES
BALLOON TEST
TALKING PICTURES
BRAND PERSONIFICATION
DRAWINGS/COLLAGE
IDEAL PRODUCT
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Case 1: an example of explorative research
into the way the couple experiences and
perceives DE
Aim of the research:
 To obtain a global understanding of DE from the point of
view of the patient and his partner
 To explore the impact of DE on the sexual/emotive dynamics of
the couple’s relations.
 To understand both points of view regarding the DE problem.
 To identify the role of information and the pharmaceutical
companies in motivating men and women to face up to DE.
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The research method employed
In-depth interviews: women
with partners of men
undergoing
pharmacological
treatment
with partners of men
suffering from DE and
never diagnosed
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The research method employed
In-depth interviews : men
men undergoing
pharmacological
treatment
men suffering from DE
and never diagnosed
Sample cities: Rome, Milan, Naples, Bari
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Interview chart
The analytical path to be followed during the interview:
DE perception and experience –
exploration of connected psychological
aspects (spontaneous phase)
Focus on the problem - the impact of
DE in the relationship - behavioural
repertoire analysis (detail)
Focus on solution of the problem:
information, medical and
psychological support,
pharmaceutical treatment,
role played by companies.
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Case 2: an example of ‘social marketing’ - an
advertising campaign for the prevention of
osteoporosis
Aims of the research:
 To evaluate the interest and efficacy of a photographic
exhibition (by Oliviero Toscani) to be used as a means of
increasing awareness of osteoporosis and its consequences.
 To verify understanding and decoding of the message carried
by the images, and the ability of the campaign to motivate
women into ‘taking action’ on osteoporosis.
 To obtain suggestions and improvements to optimise this
initiative.
The research method employed
In-depth interviews
+ telephone recall interviews
 30 women aged between 40 and 75 of which 50%
diagnosed and/or treated for osteoporosis
 50% interested in photographic exhibitions and
shows
 Sample city: Rome
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Interview chart
The analytical path to be followed during the interview :
Lifestyle of subject: level of
attention to health, awareness of the
pathology
Spontaneous reactions to impact
with the exhibition material simulated route
Detailed discussion of the material
displayed: (text and photographs);
evaluation of interest, approval,
communicative efficacy, associated
significance.
Overall evaluation of the campaign and
suggestions on other initiatives that might
be of help on the subject of osteoporosis.
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Notes on the methods used for research
Preparation of space: the exhibition route was simulated so as
to create a realistic, effective ‘stimulating situation’.
Eliciting spontaneous response: it was important to note the
emotive impact and reactions with the material on display
(requesting the subject to write down the first adjective that
came to mind ).
Telephone recall interviews: these were carried out on half the
sample group, with the aim of evaluating the communicative
effectiveness of the exhibition (‘remembrance test’ ).
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Case 3: an example of re-positioning of a drug
to treat bipolar disturbance
Aims of the research:
 Analysis of the product’s current image
 Analysis of the drug’s role in treatment of the pathology
 Existing opportunities and limits of the current therapeutic
indication
 Identification of the distinctive elements of drug vs
competitors
 Determine the language that best communicates the drug’s
role
 Identification of communication levers to motivate doctors to
prescribe the product in its new position
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The research method employed
In-depth interviews
at Central Location
 15 neurologists
 15 family doctors
 15 psychiatrists
 Sample cities: Rome, Milan
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Interview chart
The analytical path to be followed during the interview:
Experience of the pathology:
projection test with completion of
phrases to bring to light the emotive
values connected to the pathology
Competition analysis: car race
projection test to select the
products most frequently used
(5-7)
Mental map: attributes associated
with the standard treatment used
for the pathology
Identification of the key attributes of
the drug: administration of a card with
core ideas
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Case 4: example of creation of a web site
dealing with severe sepsis
Aims of the research:
 Identification of the needs and contents of greatest
interest to doctors regarding this pathology
 Evaluation of certain graphic proposals in terms of lay out,
lettering colours, etc.
 Verification of ease of navigation and usability of the site
 Confirmation of the importance of sessions and links
 Identification of optimum language (generic vs specialistic)
 Level of propensity to use
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The research method employed
Focus Groups
1st creative step:
 4 Focus with intensive care specialists
2nd verification step:
 4 Focus with intensive care specialists
 Sample cities: Rome, Milan, Bari
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Interview chart
The analytical path to be followed during the interview:
Creative session: ideas produced by
group brain storming and mental
maps
Initial processing of the site:
choice of lay out, language,
subjects, links, etc.
Proposal verification: practical
usability of site, ease of navigation
Proposals for improvement: based on
needs that emerged during the working
process
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Quantitative Research: an example of
Conjoint Analysis
 Allows identification of the key characteristics and benefits
of the product
 The product is described in terms of “attributes” (dosage,
administration, effectiveness, frequency of side effects,
etc.)
 Each attribute has different variants (e.g. excretion via:
kidney, liver or both)
 The analysis determines how the doctor perceives each
attribute in the product’s profile in relation to his current or
future clinical practice
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The results of the study will enable
various product positioning options
to be developed
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The research method employed
 Quantitative or quali-quantitative (60+ interviews)
 Presentation of various product descriptions in comparison
with various types of patient population
 The interview subject gives his preference to each of the
product profiles
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Two Profiles from a Conjoint Plan
Diuretic 17
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Type “A” side effects: In 8% of
patients
Effects on glucose: none
Availability of generic product:
brand only
Resistance at peripheral level:
unchanged
Use in patients with kidney
deficiency: Limited use
Administration frequency:Q.D.
Type “B” side effects: In 15% of
patients
Action: Gradual
Effects on cholesterol: Increase in
total cholesterol of between 10 and
15%
Diuretic 105
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Type “A” side effects: In 2% of
patients
Effects on glucose: none
Availability of generic product:
both brand and generic
Resistance at peripheral level:
unchanged
Use in patients with kidney
deficiency: No limitation
Administration frequency :B.I.D
Type “B” side effects: In 15% of
patients
Action: Immediate
Effects on cholesterol: None
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