Blog
Tuesday, September 16, 2008
Projective Techniques for the Uninsured
Being uninsured in today's economy, with its rising healthcare costs, may very well be one of the most emotional experiences people can have. Uninsured people may feel a broad array of emotions, from fear to anger to anxiety. In the course of any given day, people may feel a large number of these emotions. These emotions can have a huge impact on the types of plans offered and how carriers communicate with people.
We have found that getting people to articulate emotion in an interview is challenging, especially if you want to know what is behind their emotions and really probe the full meaning of their emotions.
The use of projective techniques can greatly enhance understanding the depth of emotions that people experience. One technique that we have used effectively is
collaging, where we ask respondents to prepare a poster of how they feel about being uninsured, using pictures, words, and images that tell the story of what they experience in a typical day or days. Other techniques can also be used, depending on study objectives.
Relying on the old adage "a picture is worth a thousand words", we can learn, in much greater depth, the true emotions of people. And that leads to more actionable research that can lead to meeting the true needs of people.
posted by John Riester at
Monday, September 8, 2008
Broker Advisory Groups with Touch Pad Technology
Brokers are the main distribution channel for carriers. They are the carrier’s primary contact with the market. Conducting research with brokers can be extraordinarily valuable. However, sometimes, broker/agent research can be risky. Some brokers don’t like to share their thoughts with other brokers. Some brokers may be reluctant to share too much with the carrier.
But brokers aren’t shy. Once you give them an opportunity to express their feelings and feel that there is no risk and only reward for them by doing that, they open up. At least that has been our experience with the dozens of group discussions and broker advisory councils we have conducted.
One tool we have used quite effectively is touch pad technology. A set of questions is developed and, one by one, projected on a screen. Each broker is given a wireless touch pad and asked to answer or “vote” on the question. Compiled responses are then instantly projected to the group.
While some may feel that bases are too small, we have used this tool quite effectively with brokers. It allows them to anonymously respond to questions, gives some idea of how they feel as a group, allows them to be more comfortable with sharing their ideas, and makes for a more engaging and lively discussion. But perhaps most importantly, this tool provides an excellent “springboard” for discussion as we lead a discussion of the results immediately after they “vote.”
posted by John Riester at
Medicare Part D
When Medicare Part D was first introduced, we were retained by a carrier that wanted to find out how seniors really felt about the program. During that time there was much apprehension about Part D, since “political” opponents had led seniors to believe that it would be too confusing and more expensive than any plan they may have already had.
We conducted in-depth interviews with seniors, viewing it as a typical qualitative research interview. In short order we learned that there was a lot of confusion about “donut holes” and “tiers”, but that once explained, seniors “got it.” Once they were made comfortable with pricing, seniors saw the value.
What started out as an interview of discovery ended up as the development and testing of a sales presentation. Midway through the interviews, the client asked the moderator to switch to playing the role of a sales rep, asking probing questions, overcoming objections, and closing. This led to the development of a rough sales presentation. After a few more interviews, we developed a “makeshift” collateral piece and tested it as well.
What started out as a simple interview ended up as a much more valuable research study. In qualitative research, we say “we learn as we go.” This was an excellent example of not only that, but also our ability to adjust, add value to the research, and come away with actionable information.
posted by John Riester at
Friday, September 5, 2008
Observational Research for Customer Service
We were retained by a client who wanted to evaluate and refine their telephone customer service process. We believed they should observe the customer experience and find out what customers liked and disliked about their interaction with a CSR. So we recommended doing some observational research with customers followed by a set of questions and discussion.
Customers were recruited to a central facility where the interviewing room was equipped with a phone. Customers were asked to call Customer Service, make a request, and then describe what they liked and disliked about the experience. The interviews were spread out over 2 days.
On the first day, the consensus was that customers did not like the amount of time the CSR spent with “small talk” and trying to be friendly. Rather, they wanted the CSR to get right to solving their problem or addressing their issue.
On the second day, we conducted more interviews. During the first call, the moderator noticed that the CSR’s presentation was different and that it was more consistent with what day one’s respondents wanted. After the first interview, the moderator asked if the client had changed their CSR process. They had. For 1,800 CSRs in a state two states away from the research! They had called back the night before and had all 1,800 CSRs retrained and up and running with a new process, based on what they heard from their customers. Talk about actionable research!
posted by John Riester at
