In the face of Covid-19 and social distancing, all aspects of the healthcare market research “game” have changed – the board, the players and the strategy.
Covid-19 fast-tracked the ongoing evolution from traditional in-person market research to digital. Initial concerns regarding feasibility and receptivity to digital research – Would physicians want to participate? Could patients participate? – quickly fell to the wayside as healthcare market research continued full tilt.
Some traditional in-person approaches have evolved to thrive in the online setting. On the other hand, barriers to executing some traditional approaches have led to new methodologies being developed.
And as future research evolves to embrace both online approaches – as well as traditional face-to-face, what are the new deliberations that will become the norm, when consideration facets of in-person research?
This white paper, developed by Ipsos’ IUU qualitative healthcare research experts, highlights the implications – and opportunities – for healthcare market research, both during and as we move beyond Covid-19 and into the “new normal.”
To take you further along your journey, we would welcome the opportunity to discuss qualitative research approaches, both during and post Covid-19 and help you define a strategic direction. Reach out to your Ipsos account manager or Sue Wild and Michele Drennen.