Diabetes Care

Introducing a new insulin pump, in a new market

Design Phase: After Launch
Organization: Stratos Innovation Group
Client: Roche
Timeframe: Four Months

My Role

For Roche’s marketing team, I led qualitative research in Spanish and collaborated with our quantitative research partners to co-analyze findings, delivering 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 are users using the product?

  • 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.

So What?

Deliverables

  • Defined BEHAVIORAL PERSONAS, highlighting how different patients depending on their archetype use the insulin pump.

  • Identified a PRODUCT USE CYCLE, highlighting key features that are more and less relevant to each persona.

  • Visualized the IDEAL EXPERIENCE to help new users adapt to a new insulin pump.

Work Samples

  • Transit Storage Area of Curiosity

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  • PACKOUT™ Rack

    Goal: Identify the Minimum Valuable Product (MVP) to enter a new space for Milwaukee Tool.

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  • Transit Roadmap Strategy

    Goal: Identify gaps in current product portfolio to own the market.

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  • Diabetes Care: Introducing a new insulin pump, in a new market

    Goal: Understand market reception of a new product, from a pilot study.

    learn more