Learning Before Launch: A Pilot Study in Diabetes Care
Design Phase: After Launch
Organization: Stratos Innovation Group
Client: Roche
Timeframe: Four Months
My Role
I led qualitative research in Spanish and collaborated with our quantitative research partners to co-analyze findings and deliver a holistic view of customers in a new market.
Why?
Goal: Understand market reception of a new product, from a pilot study.
Critical Questions
How do users differ foundationally in this market?
How is our product meeting or not meeting user needs?
How is the product being used?
How do we market this product to this user?
How?
Methods
Qualitative Research: Generative research sessions with patients living with Diabetes in Argentina.
Activities
Conducted research sessions in Spanish.
Translated research sessions to English.
Analyzed and synthesized information in English.
Co-analysis sessions with quantitative research firm.
Now What?
Deliverables
Defined BEHAVIORAL PERSONAS, highlighting how different patients, with their archetype, use the insulin pump.
Identified a PRODUCT USE CYCLE, highlighting key features that are relevant to each persona.
Visualized the IDEAL EXPERIENCE to help new users adapt to a new insulin pump.
Impact: Accu-Chek Solo was launched in Argentina. Key touchpoints in the adoption journey were identified to provide the right support to patients.
-
Building Insight to Enter and Lead a New Category
Milwaukee Tool
-
Identifying the Right First Product to Win a New Space
Milwaukee Tool
-
Strategizing the Road to Category Ownership
Milwaukee Tool