It never fails – whenever I meet a new group of people and we go through the who/what/where bio — once people discover I work in consumer insights, someone invariably asks, “Do my opinions really count?” And I always answer “Yes! Most definitely!”
This is especially true with healthcare. Healthcare research impacts each and every one of us. But it makes sense to me that people wonder if their input and opinions really matter, especially when they read the headlines of the day.
In the March 2017 issue of Medical Marketing and Media, Rosemary Sundin, President of Orman Guidance, put another challenge to Pharma to pay attention to the importance of consumer engagement in research and clinical studies. Consumer engagement is job 1 if Pharma desires consistent dialogue to grow the body of knowledge that co-creates life-saving opportunities through research.
Back to your opinions. They really do count! Over my years at Orman Guidance (25 to be exact!), our teams have led research efforts for the Healthcare Industry aided by organizations similar to LifeNet Health. It also included:
Products & Services: Medical Devices, Pharmaceuticals, Healthcare Facilities and Services — the list goes on and on…
Methodologies: Product testing, Communication Checks, Ethnographies, In-Home Use Tests, Taste Tests – this list goes on and on, too!
Geographies: Local. National. International.
Audiences: Clinicians, Researchers, Patients, Caregivers
If you take the example of CRO companies (like Vial – https://vial.com/cro/) that provide clinical research services to medical firms or research specialists, you can see how they make use of participants to conduct their research. So, every time you complete an online survey or offer opinions in a focus group, test a new website, or provide your input on a new product, the results of your participation do tend to provide actionable insights for companies like them who rely on your opinions, experiences, attitudes, and behaviors to make decisions.
It ain’t always pretty – sometimes Orman Guidance uncovers insights and emotions that convey consumers’ frustration and dissatisfaction. And that’s okay! Our research participants trust us, and share deeply with us, because of our highly engaged, transparent approach, and our respect for their privacy. This relationship provides the best path to outcomes that make a difference.
Marketers and Stakeholders: click here to learn more about how Orman Guidance achieves answers to business problems through consumer insights.
Consumers: want Your Opinion to Count in 2017? Click here and let’s get started!
As market researchers, our first duty is to protect and promote the interests of consumers. Whether it’s promoting consumer preferences in the marketplace or defending the right to be left alone from telemarketers, Orman Guidance greatly values its role as a consumer advocate.
Okay, so what exactly is “market research”?
To understand market research, it’s important to know that companies are self-conscious entities that want to know their products and services will be loved by consumers before releasing them into the marketplace. Companies want to be confident in what they’re selling! Market research creates the opportunity for consumers to give their input on products before they hit the stores. Consumers are given a taste of the “batter” before the cake is baked and ready.
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