Uncover unmet needs
Recognize unfulfilled needs to create innovative solutions. Use ethnographic research to observe how users interact with your medical devices, technology, and services.
Observe processes and workflows
Conduct qualitative market research in healthcare to get as close as possible to respondents through various methods including digital diaries, real-time videos, focus groups, and more.
Evaluate user experience
Observe, document, and analyze user experience. Understand how products are used and perceived by patients and healthcare professionals. Identify pain points and improvements to drive innovation.
Ethnography: one of the most powerful qualitative research methods in healthcare
Ethnographic research uses contextual observation as well as recorded detailed responses of participants, as they perform their daily tasks. This gives comprehensive healthcare market research results encompassing both positive and negative interactions, behaviors, and preferences of medical devices, products, or services.
What a medical ethnographic market research project looks like.
1. Set the objective
Determine your research goals and decisions you need to take
2. Decide the scope
Define your target audience, consider sample size and respondent criteria
3. Deal with privacy compliance
Ensure policies and processes are compliant with the collection and handling of sensitive data
4. Select the range of qualitative methods
Ethnographic research includes multiple methods of interaction. Elect appropriate, feasible, effective methods that align with your project for optimal results
5. Conduct the ethnographic research
Traditional observation techniques, or new, creative, and digital ways of conducting deep-dive ethnographic research formed with the impact of COVID-19
6. Analyze data and results
Gather and process data to reveal usage, perception, pain points, and behaviors to drive innovation
7. Identify strategic opportunities
Use collected data to make accurate data-driven decisions and implement strategies
Achieve your most challenging goals
If you want to unlock hidden insights and transform data into tangible, powerful, actionable strategies. IDR Medical can help.
