Consumer In-Depth Interviews Case Study

Business Objective:

A pharmaceutical company in the process of redesigning the delivery system for an injectable product needed feedback from current and potential users of the medication about the new device.

Research Objective:

The research sought to understand the perceived benefits and shortcomings of the new device as the basis for deciding whether or not to replace the current device with the new one.

Methodology:

As precursor to quantitative central location tests, a series of in-person one-on-one interviews was conducted among patients who use the injectable product as well as those using competitive products.  Patients were exposed to the new device, shown how to use it, asked to demonstrate its use, and register their reactions.

The Result:

The research revealed that, although many found the new device highly desirable, the company would disappoint some current users if it were to remove the old device from the market.  To avoid alienating a core constituency, the company decided to add the new device to its product line but continue to offer the existing device.