Illustrative engagement. A representative scenario showing how we approach this kind of work in healthcare. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping healthcare
Hospitals, clinics, diagnostics and health-tech companies need evidence from patients and professionals, gathered with verified respondents and strict privacy.
- Patients compare providers online
- Diagnostics and telemedicine are growing
- HCP opinion shapes referrals
Client background
A medical device company, working in India, UAE & Saudi Arabia. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A medical device company
- Sector
- Healthcare
- Team engaged
- Market Research
- Services
- Healthcare panel, Qualitative research
Client challenge
The company was designing a new version of a surgical instrument.
Research objectives
- Deliver on the brief: surgeon feedback on a surgical device.
- Understand the views, needs and behaviour of surgeons.
- Uncover the motivations and barriers people do not state in a survey.
- Give the client evidence it can act on within 6 weeks.
Target audience
The work focused on 24 surgeons.
- surgeons24
Audiences we typically reach in healthcare
Patients and caregiversDoctors and specialistsNurses and staffDiagnostics customersHealth-tech users
Geographic coverage
Coverage: India, UAE & Saudi Arabia. Markets: India, United Arab Emirates and Saudi Arabia.
- India
- United Arab Emirates
- Saudi Arabia
Research methodology
A qualitative design, built to uncover motivations, decision processes and the language people actually use.
- 1Brief
- 2Surgeon interviews
- 3Insight
We interviewed verified surgeons about handling, ergonomics and training needs.
Healthcare panelQualitative research
Sampling strategy
- surgeons
- 24
- Healthcare professionals and patients were screened on specialty, setting or condition, and professionals were verified before taking part.
- Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.
- Qualitative participants were recruited purposively to cover the full range of experiences that mattered, rather than for statistical representation.
Data collection
- The online survey was mobile-friendly and offered in respondents' languages.
- Interviews and discussions were led by experienced moderators using a guide agreed with the client.
Data quality & validation
- Digital fingerprinting and duplicate checks
- Attention, speed and straight-lining checks
- Review of open-ended answers
- Recordings and transcripts for every session
- Re-screening of qualitative recruits
- Verification of healthcare professionals
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Thematic coding of interviews and discussions
- Journey and decision mapping
Key findings
- Surgeons asked for a lighter handle and better grip.
Users shape better devices.
Recommendations
- Build on the core insight: users shape better devices.
- Focus effort where the evidence was strongest: surgeons asked for a lighter handle and better grip.
- Re-measure after the changes to confirm the effect.
Business impact
- The design team incorporated both.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Interview summaries and key verbatims
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: where does the journey break?