This session is about major proposition research to help a healthcare service provider to understand people's expectations and attitudes around a proposed new online service.
The case study will run through objectives, challenges, the research approach and the outcome. We’ll talk about the following challenges and how we overcame them.
Recruitment: how to ensure that we got a diverse sample of participants, such as transgender people, people with mental health issues, long term health conditions, and teenagers. Not all of these people could be recruited in the conventional way through our usual recruitment agencies.
Interview location: we weren’t sure if we should interview everyone in-situ or in lab. We weren’t sure if we’d get enough insights from interviews in-situ; there were also questions over privacy and what incentives to provide.
Sensitive subject matter: we were asking people about their health issues and health needs at the point of need and after the event. There was obviously a good deal of sensitivity required - but did we get the insights we were looking for?
Proposition insights: how did we get so many insights for what was essentially an idea with no prototype to show? I’ll outline how we devised our discussion guide, what worked well and what worked less well.
Analysis: with 100 patient and around 30 stakeholder interviews, there was a lot of data to analyse and interpret. Should we attempt to make the results reflect a statistical bent or keep more to qualitative analysis principles? I’ll also provide tips on how we manage large amounts of data and ways we achieved a set of important numerical statistics out of the qualitative interview approach.
At the end, there will be plenty of time for Q&A and discussion.
Martha has 20 years' experience working in digital design and research, across numerous projects, platforms and sectors.
From early in her career, she specialised in healthcare and cultural sector applications, before broadening her experience into education, cultural relations, international CMS rollouts, e-commerce, strategy and digital transformation.
She really cares about people – not just the end users, but the people she works with and leads. On the best projects, the journey is as rewarding as the outcome for all involved. She never stops learning. When not immersed in design and research, she loves to get outside and enjoy wildlife and nature.