Healthcare market research professionals play a pivotal role in unraveling the complexities and nuances of consumer behavior and translating understanding into actionable business decisions. However, getting meaningful insights can require talking about sensitive and often personal subjects. When delicately navigating sensitive topics to extract meaningful insights, researchers must first foster an environment of trust. From this basis, they can apply strategic interviewing skills to unlock the motivations and concerns of healthcare consumers, ultimately shaping the future of the products and services.
Daring to Ask
Asking challenging questions can be accompanied by common obstacles and concerns. Researchers may hesitate due to the potential of making participants uncomfortable, or apprehension about delving into sensitive and personal topics. However, these hurdles can be overcome with the right approach and mindset. Several effective strategies can be applied:
Asking Open-Ended QuestionsGreat moderators lead with open-ended questions. They foster a spirit of curiosity to help the participants explore their feelings, expand their thoughts, and share what they have to say on the subject.
Framing the QuestionEmploying thought-provoking scenarios can help consumers consider their answers from multiple angles. In healthcare, especially surrounding patient experience, it is helpful to ask questions with various “what if” or “think back to” scenarios. For example, when choosing healthcare providers, consumers are rarely deciding based on one or two factors alone. While they would like to keep their healthcare costs low, when a specialist is needed or a plan is being evaluated for highly specialized services, posing multiple scenarios can help a consumer explain their evaluation process.
Active ListeningWhile active listening is often suggested for the benefit of piggybacking another follow-up question for better clarification, active listening can also mean actively tuning into non-verbal cues. Even in virtual settings where communication nuances may be more challenging to discern, a real focus on the speaker pays off. A great moderator can quickly adjust their approach and apply what they are learning to foster a more engaging and comfortable environment for participants to share.
Transitioning from an Interview to a ConversationWhile discussion guides are an important part of preparing for qualitative research, they are just that – guides, not scripts. When it can help alleviate tension and encourage participants to share more freely, actually setting down the discussion guide often means allowing the conversation to flow naturally. The reward can be a stronger bond with participants and a more honest exploration of even difficult topics.
Maintaining a Respectful Approach
Navigating other considerations when asking challenging questions is a large concern in healthcare research. Professionals bear the responsibility of balancing their curiosity with respect and sensitivity, particularly in delicate situations where personal or sensitive topics are broached. One key strategy is to approach conversations with broad inquiries that allow individuals to voluntarily share their personal information. This approach avoids labeling or boxing participants into predefined categories, fostering an environment of openness and trust.
Despite careful preparation, dilemmas may arise during discussions, especially when group dynamics come into play. Certain subjects may feel uncomfortable to some individuals or spark disagreements within the group. A skillful moderator lets some of this unfold while remaining vigilant for opportunities to skillfully navigate these conversations back to the topic at hand and ensure the conversation remains productive and respectful.
Deepening insights through questions is a transformative process that delves beyond surface-level observations to uncover profound understandings of consumer behavior. By daring to ask difficult questions, researchers open the door to a wealth of insights and discoveries. Sometimes, these inquiries lead to unexpected outcomes, spiraling into “vent sessions” where participants share grievances and frustrations. Yet, amidst the venting, valuable revelations emerge, providing clarity on underlying issues and fostering connections among participants. In these moments, researchers may have the opportunity to offer resolutions, but often, the simple act of being listened to and heard proves invaluable to participants.
The confidence you get from working with a skilled and seasoned healthcare moderator is huge. They know how to ask challenging questions that may momentarily disrupt the flow, but they can maintain the integrity of their work and uncover valuable insights that contribute to positive outcomes in the industry.
In a recent ethnographic study commissioned by a managed care provider, we were asked to gain insights from an audience selected because of experiences with food insecurity, specific behavioral health needs, or history with substance use. Our team understood the sensitivity of the topics at hand and took extra care to prepare for exploring the topics sensitively. We found that because these participants raised their hands and volunteered to participate, they were willing to share their experiences and the impact on their lives. We were able to get to the heart of the client’s objectives and gain a deep understanding of the targeted population.
The art of asking challenging questions is a powerful tool for the healthcare market research professional. With skill, they take research participants on a journey to reveal their beliefs, feelings, needs, preferences and more – both the hidden and often public narratives of their opinions and experiences. By daring to ask challenging questions, they gain deeper insights into consumer behavior, driving meaningful change within their organizations. At Simply Strategy, we strive in each study to master the art of asking questions to unravel the complexities of healthcare—one insightful question at a time.