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MR Excellence Award: Making a Business Impact: Mobile – Don’t break the data
June 9 @ 3:00 pm – 3:30 pm
Speakers: Alex West, Senior Director, Instar and Nadine Winter, Senior Customer Insights Manager, Boehringer Ingelheim
Convenor: Rachel Medcalf, Managing Director, Adelphi
Mobile: Don’t break the data
Boehringer Ingelheim (BI) has observed an increasing rise in the use of mobile platforms in their market research over the last 5 years. This posed a key question, with the rise of mobile use and the ever increasing offering of surveys ‘enhanced’ for mobile or ‘optimised’ for mobile, what does this ultimately mean, if anything, for the data and what implications are there for how we approach market research in the future?
To address this, Instar and BI designed a quantitative approach which involved running an existing tracker in 3 formats – traditionally’ (via PC), an ‘enhanced’ version, just using mobile, and a fully ‘optimised’ mobile version. Ultimately, the research objective was to provide clear insight on how to optimise market research surveys in the future and for mobile devices specifically by addressing the following information needs:
- Identify the impact of device type (PC versus mobile) on data collection and quality
- Explore the role of survey layout and the extent to which different designs yield a consistent result
- Understand how device type and/or survey layout impacts healthcare professional recruitment and engagement
Fundamental to supporting the survey design, Instar ran an initial workshop with the BI team which was focussed on ‘Hypothesis Testing’. What beliefs were held by the team and what did BI think the research would show at this early stage? This allowed Instar to capture the initial client viewpoint regarding the perceived impact of mobile devices on market research data collection, quality and engagement. This provided highly valuable context and a number of reference points around which the final study deliverable could be framed.
Members only webinar and there will be an opportunity to answer questions at the end of the presentation.
Senior Director, Instar
Over the past 30 years, Alex has been lead consultant on both domestic and International research focussed solely on the Pharmaceutical industry. Alex held senior agency positions at Martin Hamblin and Harris Promark before joining the P\S\L Group in 1998 to help establish their European healthcare market research business, Instar. Alex has been a regular contributor to both EphMRA and the BHBIA for many years and holds a BSc. in Biochemistry.
Senior Customer Insights Manager, Boehringer Ingelheim
Over the past 30 years, Nadine has been working in a variety of different roles at Boehringer Ingelheim, including product management and field force positions in Germany. Nadine joined the global market research team 10 years ago and has worked for a variety of products at various stages throughout the product life cycle. As BIs ‘Innovation Champion’ she is particularly interested in innovative techniques to provide deeper insights to fuel effective decision making.