Twitter Hashtag #QUAL360

November 20-21, 2013 | Singapore

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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

Image courtesy Alisdair Rae, University of Sheffield. Used with permission.

Why Qualitative in China?

Online has some challenges

Scales have translation and regional issues

China is an insider’s country

V. Unlikely Sl. Unlikely Neutral Sl. Likely V. Likely

Why Qual for Medtronic

What SHOULD be done? What IS done?

Context

Market

Technical

Medical Qual is fun, meaningful & difficult

Clinical

The Great Qual Wall

Insider’s society (relationship)

Format is not familiar or comfortable

High-complexity environment

Cultural pre-disposition to start from mistrust

Family

Relations 2o Relations

Chinese Society Foreigners

More concerning Maybe a journalist Very visible Uncertain relationship Old feelings re: foreigners

Less concerning May give ‘face’ to physician to have a foreign visitor Uncertain social status Outside of social circle – less messy

Diversity in China

Focus

Starting with Difference Enables Insight

Sitting

Sitting

?

Social Value

Examples of medical innovations driven by qual insights

• RestoreSensorTM neurostimulator

• AccuveinTM venous access aid

• Novocath IV

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

Great Walls & Great Rewards

Platinum Sponsor

Association Partners

Media Sponsors

Twitter Hashtag #QUAL360

November 20-21, 2013 | Singapore