Great Wall, Great Reward - Medtronic
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Presented by Tico Blumenthal, Global Customer Insights Manager, Medtronic at Qualitative360 Asia 2013 19-21 November 2013, Singapore This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://qual360.com/
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Great Wall, Great Reward - Medtronic
- 1. November 20-21, 2013 | Singapore Twitter Hashtag #QUAL360
- 2. Platinum Sponsor Media Sponsors Association Partners
- 3. Great Wall, Great Reward Finding design-actionable insights for Medical Devices in China November 21st, 2013 Tico Blumenthal Global Customer Insights Manager Medtronic Shanghai Innovation Center Prepared for
- 5. Image courtesy Alisdair Rae, University of Sheffield. Used with permission.
- 6. Why Qualitative in China? Online has some challenges V. Unlikely Scales have translation and regional issues China is an insider’s country Sl. Unlikely Neutral Sl. Likely V. Likely
- 7. Why Qual for Medtronic What SHOULD be done? What IS done?
- 8. Medical Qual is fun, meaningful & difficult Context Market Technical Clinical
- 9. The Great Qual Wall Cultural pre-disposition to start from mistrust High-complexity environment Format is not familiar or comfortable Insider’s society (relationship) Family Relations 2o Relations Chinese Society Less concerning May give ‘face’ to physician to have a foreign visitor Uncertain social status Outside of social circle – less messy Foreigners More concerning Maybe a journalist Very visible Uncertain relationship Old feelings re: foreigners
- 12. Focus
- 13. Starting with Difference Enables Insight
- 14. Sitting
- 16. Examples of medical innovations driven by qual insights • RestoreSensorTM neurostimulator • AccuveinTM venous access aid • Novocath IV
- 17. A few learnings for practitioners • Partner with good ground-level recruiters – the channel of introduction matters! Being blinded is a double-edged sword. • Start from the top, or risk challenging the hierarchy • Require translation pre-tests • Directness will often harm your inquiry if the topic is sensitive • Abstract questions don’t test well – prototypes are better • Hang on to articulate respondents – they are precious
- 18. Great Walls & Great Rewards
- 19. Platinum Sponsor Media Sponsors Association Partners
- 20. November 20-21, 2013 | Singapore Twitter Hashtag #QUAL360