Market Researchers Resources The 2018 Guide to Qualitative Research Methods

Healthcare and Pharmaceutical Market Research Case Study

One of our health insurance clients had introduced a new managed care plan that was not generating the expected response. Doyle conducted phone interviews with sales agents to identify the barriers that they were encountering in selling the plan and focus groups with purchasers and non-purchasers of the plan to understand their perceptions and decision process. As a result the health insurer was able to develop a more effective positioning and marketing strategy for the plan.


For a pharmaceutical provider, doctor’s office observations and interviews were used to identify “zones” within an office that were most conducive to marketing materials, and to determine the appropriate messaging and content for each zone. During the course of the research, several new zones were identified as being high potential areas for future marketing messaging.


“I have used Doyle Research on numerous occasions, and have found the team to be knowledgeable, creative in recommending solutions for qualitative that works, able to turn on a dime when we needed it. We’ve had solid results and some highly insightful analysis that opened business partner eyes to some things they didn’t know but needed to.”

Consumer Insights | DeVry University

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