Presented by Richard Goosey, Chief Methodologist, Kantar Health at Market Research in the Mobile World Europe 8 - 11 October 2013, London, Europe This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://www.mrmw.net

1. October 8 – 11 2013, London
The original, premier event
for the Mobile Marketing
Research Industry
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3. MEDIA & ASSOCIATION PARTNERS
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4. Harnessing Mobile Technology to Draw
Insights from Health Care Professionals
Richard Goosey - Chief Methodologist Kantar Health
The Journey so far
The Context
The Implication

5. Everything is moving towards mobile; physicians are moving
towards mobile…
1. Physicians are using mobile devices in their practice…1
US
EU5
Highest Lowest
Smartphone
84%
62%
UK 69% DE 52%
Tablet
54%
41%
ES 50% FR 29%
% Among Total US Physicians (n=506), EU5 (n=1005 ~ 200 per country)
% Among Total US/EU5 Physicians That Use Smartphones/Tablets Professionally (base size
varies by device)
1Source: US: Google/Manhattan Research June 2012. “Screen to script: The Doctor’s Digital
Path to Treatment”; EU5: Kantar Health: All Global Research Sept 2013
2

6. Everything is moving towards mobile; physicians are moving
towards mobile…
2. And with many physicians using these devices directly in
patient consultations2
US
EU5
Highest Lowest
Smartphone
65%
64%
IT 80% UK 50%
Tablet
61%
53%
IT 71% FR 29%
% Among Total US Physicians (n=506), EU5 (n=1005 ~ 200 per country)
% Among Total US/EU5 Physicians That Use Smartphones/Tablets Professionally (base size
varies by device)
2Source: US: Kantar Health Research December 2011. “Physician Channel Optimization
Segmentation”; EU5 Kantar Health: All Global Research Sept 2013
3

7. … but does it matter in Marketing Research?
If mobile is redefining the practice of medicine,
does marketing research need to follow?
4

8. … and would it solve our research issue?
Research Issues for Big Pharma:
•
•
•
•
•
•
Multi-national studies
Small specialised audience recruited via panels
Audience becoming more difficult to reach
Over researched
Complex issues - new drug profiles
Industry restricting surveys to PC based online
5

9. So we asked ourselves…
Are we missing
physicians by only
offering PC online
surveys?
Is there urgency
for MR to move
to mobile?
What kind of MR can
be done on mobile
devices?
Is mobile limited to
short, simple studies?
Do results differ between
online and mobile?
First step to be taken:
Conduct Research on Research
6

10. Our Research on Research was designed to identified…
1. What are the limitations/challenges with mobile surveys
Creating Mobile
Surveys
Fielding Mobile
Surveys
2. Are the results comparable?
vs.
3. Are there additional learnings?
Tablet vs.
Smartphone Users
7

11. Overall Study Design:
Demand Study With A Design That Mirrored The Online Survey
 Online survey, May 2012
 Mobile, November 2012
 45 minutes
 10-15 minutes core questions
 n=302 completes
 n=291 completes
 Created a 1:1 comparison between the Online and Mobile surveys
 Mirrored sampling methods/quotas
 Screening criteria matched the Online survey
 Key questions were identical to Online survey
 The same methodological approach was used for the choice exercise.
8

12. Recruitment
Physicians were invited
and screened as they
would be for any online
study
Qualifying respondents
were then sent an invite
to complete the survey
using their mobile
device
9

13. Currently, mobile-only requires a larger panel pool potentially
making recruitment of narrow respondent groups more
challenging.
Attrition due to:
PC based Online
Screening
(n=1055)
Invite to Mobile Survey
(n=503)
• No smartphone/tablet
14%
• No survey on Apple/Android
possible/desired
8%
• Screenouts
26%
(comparable to regular online study)
• Did not access link
• Accessed with wrong device
• Quit during survey
(comparable to online study)
22%
14%
6%
Completion of Mobile
Survey
(n=291)
10

14. App vs Online Browser - Online Browser was selected for this study
Browser based platform optimized for mobile
devices.
Benefits
Challenges
 Allows direct comparison to online survey  Does not allow full functionality of
mobile operating system, including
for Research-on-Research purposes
user ergonomics, game-based
 A single program can be used for all
technology, mobile device data.
mobile devices
 Revisiting product profiles
 Provides device detection:
 Control which devices can access the survey
 Manage quotas
 Optimize screen on device
 Viewing a link requires the device to
open a new window and can present
challenges getting back to the main
survey.
 Question layout is familiar to respondents
 Allowed responses to be piped in from
previous questions
 Download of mobile app not needed
11

15. Verbatim comments on the survey experience were mostly
focused on the content rather than the format!
Out of the 291 respondents, 9 (3%)
had negative comments about the
Mobile experience, of which 8 were
smartphone users.
By comparison there was 24
comments about the Survey Topic
Great survey
I enjoyed the survey and
look forward to additional
ones. Thank you
Good study on
an important
topic
Well done!
Interesting, thought
provoking, informative
12

16. Let’s start looking at some comparisons now…
1. Limitations/challenges with mobile surveys
Creating Mobile
Surveys
Fielding Mobile
Surveys
2. Are the results comparable?
vs.
3. Additional Learnings:
Tablet vs.
Smartphone Users
13

17. In terms of basic screening criteria and other key variables, the
only difference we did see was by Patient Volume…
Comparison of Key Variables
Mobile Survey
(A)
Online Survey (B)
(n=291)
(n=302)
98%
98%
Years in Practice (mean)
Direct Patient Care (mean %
of time)
Main Practice Setting: Office
or Private Practice
% Prescribers of…
17 yrs
18 yrs
97%
96%
97%
95%
Drug Class A
100%
100%
Drug Class B
80%
79%
444B
408
Screening Criteria
Board Certified
Patient Volume
Average number of patients
% of Patients by Severity
No differences
Use by Product Class
No differences
Mean / % Among Total Physicians
Mobile survey results were weighted to reflect the specialty composition of Online survey
Letters indicate statistically significant difference between subgroups @ 95% confidence level
14

18. Maybe most importantly: The reactions to the new drug profiles
were nearly identical.
Patient Allocations For Product Profiles 1 and 2
Patient Type A
Profile 1
Profile 2
Patient Type B
Profile 1
Profile 2
40%
30% 31%
30%
30%
31%
25%
23%
 Mobile Survey (A)
21% 21%
20%
 Online Survey (B)
10%
0%
Q5, Q7
Mean % Among Total Physicians Who Saw Product B/U Profile (Varying Base Sizes)
No statistically significant difference @ 95% confidence level between groups
Mobile survey results were weighted to reflect the specialty composition of Online survey
15

19. Now, did we see any difference with…
1. Limitations/challenges with mobile surveys
Creating Mobile
Surveys
Fielding Mobile
Surveys
2. If results are comparable:
vs.
3. Additional Learnings?
Tablet vs.
Smartphone Users
16

20. For the vast majority of questions, smartphone and tablet users
showed a very similar response pattern.
# of Total Patients
# of Patients with Indication
=
Patient Types
Current Treatments by Patient Types
Choice Model Results: Importances and
Sensitivities
17

21. However, physicians using their smartphone did take longer to
complete the survey, possibly limiting research with phone users.
Apple iPhone (A)
Apple iPad (B)
Android Smartphone (C)
(n=132)
(n=127)
(n=30)
Median Length Of
Interview
15 min.
12 min.
15 min.
Completion Rate
88%
95%A
88%
% Among Total Physicians (Android Tablet Users Not Shown Due To Extremely Low Base)
Letters indicate statistically significant difference between subgroups @ 95% confidence level
18

22. So what does all of this mean for MR with physicians?
19

23. Key Learnings
Mobile vs. Online
results are
comparable.
 Mobile Doctors appear
to be busier – but this
does not appear
impact results
It is absolutely
feasible to conduct
complex studies,
like demand studies
on mobile devices.
 But, it does require a
rethinking of the
survey design
Is there an urgency
to go Mobile?
 Same results,
 But, mobile does
have so much more
to offer.
20

24. Conclusions - Mobile Market Research in Health Care?
Mobile Market Research Can Be Used More Broadly
than it is Currently Being Used
Health Care Professionals mobile device users are very willing to take online surveys and the
results currently are comparable between mobile and online.
Clearly, the use of mobile devices is growing, and will continue to grow, already 7-20% of
survey respondents in the USA are trying to take surveys on mobile devices.1
Across the EU5, a mobile device is now the most preferred device for answering a
market research survey by 35% of physicians, this higher than the Office PC at 23%,
and slightly behind the Personal PC at 42%2
Great potential lies in fully harnessing mobile devices and carrying out research at the point
of engagement to including context specific insights and application technologies.
To get the full benefit requires a rethinking of survey
design for mobile and agency investment
Casro Technology Conference in New York June 2012. “Smartphone-ready
respondents find research industry unprepared”.
2Source: Kantar Health Research: All Global Research Sept 2013
1Source:
21

25. And therefore the Journey continues…
Thank You!
Richard Goosey
Chief Methodologist
Kantar Health The catalyst for successful
decision-making in the life sciences industry
T: +44 (0)1372 825 894 M: +44 (0)7740 109858
richard.goosey@kantarhealth.com
22

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PLATINUM SPONSOR
SILVER SPONSORS
PREMIERE SPONSOR
GOLD SPONSORS
WORKSHOP SPONSORS
APP SPONSOR
PREMIERE SPONSOR
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NETWORKING SPONSOR

27. MEDIA & ASSOCIATION PARTNERS
WWW.MRMW.NET

28. October 8 – 11 2013, London
The original, premier event
for the Mobile Marketing
Research Industry
WWW.MRMW.NET