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Far too often, survey questionnaires are so long and repetitive that respondents are bored and hardly want to participate. Greenbook recently conducted a study on this issue, “Consumer Participation in Research,” which paints an even grimmer picture than previously thought. “Customer-centricity, user experience, engagement and design are the heart of product development and marketing, but yet are hardly even a consideration in research,” the report’s authors write.
Although this Greenbook research was conducted with consumers, its findings apply to the healthcare sector as well–and the situation is indeed dire. Unless you are working with research methodology that puts the respondent, in this case physicians, nurses, pharmacists, and other key stakeholders, at the center of everything.
InCrowd conducts regular customer satisfaction surveys with our internal Crowd of 30,000-plus healthcare stakeholders. Repeatedly, physicians and others tell us that their decision to participate once and then again is directly influenced by how pleasant, user-friendly, and convenient they find the survey experience to be.
In our most recent survey, six out of 10 Crowd members told us that the top three reasons they participate in InCrowd surveys are 1) convenience, 2) ease of taking them, and 3) the clarity of instructions.
“You need to maximize the experience for research participants,” says Tom Lancaster, InCrowd’s Chief Technology Officer. “Respect for respondents is what will keep them coming back.”
This is mission critical for life sciences market researchers today. Doctors are busy with multiple and competing priorities for their time. Lose them once, and you may never get them back. Respect, therefore, becomes the lynchpin to reducing churn in panels—and in turn it means more robust response rates and more reliable, insightful, data.
Here are tips on some of the basic things to think about as you consider how to bring respect for the respondent front and center of every survey you design:
The user experience of survey questionnaire design should not be a quick fix or afterthought. Rather it should revolve around respect for participants’ and be a core pillar of all your market research.
We’d love to show you how physician answers are collected quickly, exceed traditional market research standards, and provide actionable insights.
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