TwinTrack: A New Marketing Research Methodology

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TwinTrack A New Marketing Research Methodology
Rood Research

• Gianfranco Negroponte, Ph.D.
• Vice President
• Rood Research

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Abstract
A paradigm for a unique marketing research
methodology is presented. The methodology allows
parallel application of two established
methodologies hitherto considered as separate
the one-on-one in-depth telephone interview and
the internet survey.
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Abstract
Qualitative and quantitative marketing research
generally yield results that are intrinsically
different and often analyzed separately. The
two typical scenarios are 1. A qualitative
survey is fielded to identify salient questions,
which form the basis of a questionnaire that is
subsequently fielded to a much larger sample,
and, 2. A quantitative survey is fielded which
shows trends that must be understood via a
qualitative questionnaire that is subsequently
fielded to a much smaller sample.
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Abstract
This sequential application of qual and quant
methodologies is inherently time consuming, on
the order of months. In addition, some companies
are subject to complex corporate control
processes, which further lengthen the
process. When confronted with a fixed, short
timeline, such methods are often impractical
since timeliness is as important as quality.
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Abstract
As the current economy continues to press the
pharmaceutical industry into inventing new
business models, companies increasingly find
themselves considering licensing opportunities,
product acquisitions and other forms of
partnering. In this competitive environment,
such decisions must be made in weeks if not days.
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Abstract
The need then clearly exists for a marketing
research methodology that can provide both
qualitative and quantitative data in one to three
weeks at most. We here describe such a
combination methodology and detail specific
instances where its application has achieved
success via timely and actionable data.
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TwinTrack Telephone Internet

• TwinTrack is a pioneering methodology which
• Seamlessly integrates qual/quant in a single
  report.
• The qualitative track is fielded via telephone
• The quantitative track is fielded via the
  internet
• Recruiting for both tracks is customized no
  physician panels
• Both tracks undergo the same stringent screens
• Consistently delivers statistically significant
  data at unmatched speed, quality and price.

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TwinTrack Background

• The marketing research landscape
• Has not seen a true innovation since the internet
  explosion
• Full service vendors typically
• Offer quantitative and qualitative research -
  separately
• Offer internet and telephone surveys - separately
  
• Have slow qualitative turnaround times (6-8 weeks)

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TwinTrack The Need is There

• Qualitative telephone studies
• Feature highly elucidated one-on-one discussions
• Engage the respondent in a real-time in-depth
  dialog miscommunications are corrected and
  superficial answers are probed BUT
• Are limited by small samples (i.e., poorer
  statistical precision)
• Internet studies
• Feature large samples and quick turnaround BUT
• Cannot engage the respondent in a real-time
  in-depth dialog
• Cannot probe, clarify or prevent the respondent
  from digressing from the objectives
• Rely on panels to provide the bulk of the
  respondents

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Fielding TwinTrack

• With client input, Rood develops a discussion
  guide for the qualitative track of the study
  in-depth one-on-one telephone discussions.
• You and Rood identify questions in the
  qualitative discussion guide that will benefit
  from a larger sample. These questions form the
  basis for the quantitative internet questionnaire.

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TwinTrack Timeline, Deliverable

• TwinTrack timeline
• Matches the timeline of Roods quick turnaround
  qualitative service
• TwinTrack deliverable
• A single, integrated report combining qualitative
  and quantitative analysis and data

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Example Twin-Track in Actionn20 becomes n100
Objective To measure launch strategy impact of
a new statin by assessing its uptake and market
penetration immediately post-launch. Time line
two weeks. Qual Track Rood conducts in-depth
telephone discussions with 20 cardiologists all
have written gt 10 scripts for the new statin. Key
discussion points include Benefits and
drawbacks of new statin reasons for prescribing
appropriate and inappropriate patient types
reasons for pre- and post-launch statin
allocations reasons for projected changes/no
changes in statin allocation in 1 year, in 3
years unmet needs in statins new statins in
development. Quant Track Rood fields a
quantitative internet survey with 40
cardiologists and 40 PCPs. All have written gt 10
scripts for the new statin. Key survey points
include Physician demographics patients with
hypercholesterolemia on statins statin
allocations, pre- and post-launch projected
statin allocation in 1 year, in 3 years
satisfaction ratings for all statins.
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Example Twin-Track in Actionn20 becomes n100

• The Quant Track enhanced the overall study
  statistics
• By increasing the sample from 20 to 100, the
  statistical precision of all quantitative results
  more than doubled.
• All respondents were screened according to the
  same rigorous criteria the qual and quant
  samples were of consistent quality, affording
  compatibility.

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Example Twin-Track in Actionn20 becomes n100

• The Qual Track complemented the quant, explaining
  issues, e.g.
• Why the new statins market share may not
  increase over 3 years
• The majority of cardiologists in the qualitative
  track valued efficacy over safety. They
  reasoned that, since all statins have an
  acceptable margin of safety, the additional
  safety provided by the new statin was not
  significant given its lower efficacy. These
  respondents projected no significant increased
  use of the new statin.
• Most of the office-based cardiologists and PCPs
  in the quantitative track also projected no
  significantly increased use of the new statin,
  consistent with the qualitative track they
  placed a higher value on the increased safety,
  but were more hesitant to try a new drug.

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Example Twin-Track in Actionn20 becomes n100

• For an increase of 50 in the overall study cost,
  TwinTrack
• Increased the sample size 500
• Increased the statistical precision of numerical
  results by over 200
• Decreased the average cost per interview by 300

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Key Results

• TwinTrack provides in-depth reasoning (Telephone
  Track) plus a large customized sample (Internet
  Track) in a single, highly cost-effective
  product.
• High quality quant linked to high quality qual
• Unmatched speed
• A single integrated report
• Value for money

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Rood Contacts

• Gianfranco Negroponte Ph.D., Vice President
• Portia Gordon Ph.D., Sr. Vice President,
  Director of Research
• Edith Rood Chief Executive Officer
• Rood Research
• 315 East 62nd Street, New York, NY 10021
• Tel [phone] Fax [phone]
• Email roodresearch_at_aol.com
• Web www.roodresearch.com