Monday, 11 June 2012

So what does the Rapid Physician Decision task look like?

A short demo.....
So how does RPD differ from traditional qualitative research techniques and just what does it add? Here’s an example of how it can be used in treatment decision making research based on patient profiles -
-          Physician is presented with a self-guided computer based task
-          The test begins; the physician is presented with a set of patient profiles to read
-          After each, the physician is then asked to pick his 1st/2nd/3rd line of treatment, with a number of treatment options given (to mine real gut instinct and avoid ‘driving blind’ through the test, questions can be time limited and options randomised)
-          Once complete, the moderator has a full set of responses available with which to challenge respondents

And what does it all mean?
This example merely scratches the surface of what RPD can offer. We believe this is real ‘next generation’ market research. For our work in antifungals, it produced thought-provoking results; physicians often contradicted their decision-making in open conversation, providing insight into how decisions are often unconsciously guided by herd behaviour but sometimes difficult to verbalise within discussion.
In our experience, the RPD has enabled us, and our clients, to see beyond the obvious, offering critical ‘actionable commercial insights’.

The author: Ben Jones is Senior Research Executive at Branding Science. He has a special interest in digital and how research can harness new technologies to generate deeper insights.

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