TCP Customizes Research to Understand People, Not Just Describe Them...

 

TCP adds value to both qualitative and quantitative studies by using methods to dig deeper into the words and numbers so often supplied as the "findings" related to client objectives.  Knowing the supporting reasons why a patient takes a particular path in their journey, an HCP recommends a new treatment, or a consumer is brand loyal to an OTC is vital to taking action on the basis of research to assess market potential, develop communications, and improve products and services.     

 

 

Example Methods

 

• Questioning procedures to force associations and reveal underlying beliefs, thoughts, and feelings (free associations or "what first comes to mind"; structured associations or chains combining both rational and emotional response; mind maps and hierarchical networks used by KOLs/experts to reveal networks of influence, etc.)

 

• Matched Qualitative Interviews -- separate interviews and then comparison of actual patient and caregiver pairs; HCPs working within the same practice; surgeons and their follow-up specialists; mutiple decision makers within the same healthcare organization

 

• Tests and brief predictive scales developed in accordance with psychometric standards of sensitivity, reliability, and validity

 

• Novel corporate, brand, and image assessment approaches (semantic differential scales, brand essence assessment, regression and statistical models)