What happens when you have a very small target patient population and you want to understand—in depth—their patient journey, the ongoing therapy experience, and triggers and barriers to therapy choice? This challenge of small sample size affects many decisions in the pharmaceutical world, given the emphasis on niche drugs and narrowly defined patient populations. The patient experience we wished to understand occurs over a period of time, so we recruited respondents for an eight-week online bulletin board. Our webinar will give insight into the recruiting methods, and examples of how we used a creative combination of qualitative and quantitative tools and exercises to keep the questions fresh, keep respondents engaged, and develop insightful information about their patient journeys. For more information about SKIM's webinars, visit http://www.skimgroup.com/webinars.

1. #SKIMwebinar
Share your thoughts online:
Abigail Joffre
Today’s webinar host
Hannah Baker Hitzhusen
Global Insights Director | Qualitative
Deeper insight using blended research
for small samples
Mike Mabey
VP Client Solutions Americas

2. UNDERSTANDING
The Journey

3. FINDING
SMALL SAMPLE
our world is full of
small samples

4. SKIM Webinar “Deeper insight using blended research for small samples”
Find
Small
Sample
Gain
Deep
Insights:
Blended
Methods
Ensure
Deep
Insights
to Client
1 2 3
4

5. BEFORE
WE BEGIN

6. Online bulletin boards
 Not a free-for-all
 Recruited traditionally
 Professional moderators
 Comfortably anonymous

8. OVER THE PAST
DECADE
we have asked respondents
to be online…

9. Respondents
Engaged for
Longer
Participants not
limited by
geography
More time,
deeper levels of
information

10. SKIM Webinar “Deeper insight using blended research for small samples”
Find
Small
Sample
Gain
Deep
Insights:
Blended
Methods
Ensure
Deep
Insights
to Client
1 2 3
10

11. FIND
SMALL
SAMPLE
A high-net worth investor looking to
modify her portfolio
A beer connoisseur who was recently
introduced to a new micro-brew
Any patient in the midst of a “drug
holiday”

13. Flexibility &
Understanding
of how difficult it is
to find these people

14. With no relaxing
of recruiting standards

15. GAIN DEEP INSIGHTS
Blended Methods

16. In-depth probing
combined with
exercises for fun
SKIM Webinar “Deeper insight using blended research for small samples”16

17. MaxDiff as a
conversation
tool to
capture,
compare, and
contrast
SKIM Webinar “Deeper insight using blended research for small samples”17

18. Clickable
graphics
and mark-up
exercises
SKIM Webinar “Deeper insight using blended research for small samples”18

19. Sorting
exercises
including
drag & drop
SKIM Webinar “Deeper insight using blended research for small samples”19

20. Collage
building
SKIM Webinar “Deeper insight using blended research for small samples”20

21. Ensure Deep Insights
for clients

22. So MUCH Data
Avoid getting mired
DELIVER DEEP INSIGHTS

23. Create a draft Insights Report
template before the research
starts.
Prepare

24. What happens at each
fork in the road?

25. Use the discussion guide as an
iterative process.
Execute
Debrief daily or weekly with
moderators and clients.
Create report templates
(weekly, daily?) at the
respondent or country level.

26. Continuous
Feedback Loop
where are they now?
And now?

27. Depending on length of study,
interim client reports to address the
needs of the client & to ensure on
track to deliver targeted insights.
Deliver
8-week board could equal
20 respondent profiles.
2-week board could equal
10 country profiles

28. “It feels like the winter
season for me...cold,
barren and not much
color. Gray and white
represent this season of
my life.”
Deep feelings

29. How are you feeling? Fine, good, itchyHe is always concerned. Calling me at work in
the middle of the day just to check on me...At
first I felt well cared for. Now I just feel like the
sick person in his life. I hate that, being the sick
one. I want to be fun, vibrant & sexy in his eyes. It
feels like my shine has worn off.
Yes.
Yes. Toast and
peanut butter
No, thank you, honey.
Did you take the meds?
Did you eat with it?
What did you have?
Can I help?

30. Go to www.skimgroup.com/webinars
for today’s presentation slides and more!
#SKIMwebinar
Share your thoughts online:
Hannah Baker Hitzhusen
h.baker@skimgroup.com
+31 10 282 3545
@bakerhitz
Mike Mabey
m.mabey@skimgroup.com
+1 201 281 5152
Abigail Joffre
a.joffre@skimgroup.com
+1 201 963 8430
@SKIMgroup