Ipsos MORI
Patient experience driving real changeBen Page, Chief Executive, Ipsos MORI
[email protected]
Ipsos MORI
The NHS is awash with data
Ipsos MORI
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44%
42%
9% 3%1%
Very good Fairly good Neither good nor poor Fairly poor Very poor
Very positive about many aspects of experience
Base: All patients who answered question (in brackets) Source: Ipsos MORI
46%
42%
8% 3%1%
December 2013(922,112)
December 2012(956,509)
Overall, how would you describe your experience of your GP surgery?
Ipsos MORI
So does this mean that measuring experience is pointless?
Ipsos MORI
Is your GP surgery currently open at times that are convenient for you?
When there is high satisfaction look at sub groups
Base: All patients who were able to get an appointment to see or speak to someone and answered question (in brackets) Source: Ipsos MORI
68 6770 71
80
9294
91
60
65
70
75
80
85
90
95
100
18 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 to 74 75 to 84 85 and over
Yes
(%)
Yes (%)
Ipsos MORI
0 1 2 3 4 5 6 7 8 9
Look at patterns in the data and key drivers of perception
Q28: Overall, how would you describe your experience of your surgery?
Experience of making an appointment
Experience of the GP
Trust/confidence in GP
Getting through on phone
Satisfaction with opening hours
Experience of the nurse
Seeing preferred GP
Drivers of overall experience of GP Surgery
Helpfulness of receptionists
Waiting times
63% of the variance explained by the model
Rank
Rel
ativ
e im
porta
nce
Ipsos MORI
Understand what were measuring
Ipsos MORI
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On third day she asked for a bedpan Nurse told her it wasnt worth running back and forth, told her to do it in the bed Nurse complained to her in the morning that she was soaking wet
in [the hospital] they treated me well Oh yes I found it satisfactory
Female, white, 65+, in hospital for several months
Her report Her experience
Ipsos MORI
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hereWe know external factors affect results...
Ipsos MORI
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How do we make better use of this data?
Ipsos MORI
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Its research data its about precisely measuring the experience of my patients
Am I using reliable, robust, validated measures?
How can I act if I only have data from 10% of patients?
Have I got a representative sample?
How are my data collection methods introducing bias?
Ipsos MORI
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hereBut what managers and service improvers need...
Its management information to help me identify where theres a problem and prioritise what needs fixing
Are my measures good enough? Do they have the detail to know what needs fixing?
10%, wow! If they say its a problem, I at least need to investigate
Maybe its not representative but better than nothing. Ill go and investigate
Maybe there is some bias but does it let me compare different wards, and know where to act?
Its research data its about precisely measuring the experience of my patients
Am I using reliable, robust, validated measures?
How can I act if I only have data from 10% of patients?
Have I got a representative sample?
How are my data collection methods introducing bias?
13
HOW MUCH TIMEDO I HAVE?
ARE YOU STILL PAYING ATTENTION?
Title line 1
14
Source: Statistic Brain
A (SHORT) HISTORYOF ATTENTION SPANS
2000
12 secs
Today
8 secs
9 secs
Version 2 | Internal use only Ipsos MORI
Think about getting data used
Version 2 | Internal use only Ipsos MORI Version 2 | Internal use only Ipsos MORI
Our reports have a problem, my friend
Average number of words
Average number of pages
Average number of standard charts/tables
Version 2 | Internal use only Ipsos MORI
The Brief
RESEARCH BRIEF: (filled in by Project Requestor) Background:
Gaviscon is the number 1 selling heartburn and indigestion remedy in the UK commanding 34% value share of the market, and growing strongly ahead of a relatively flat marketplace at 17.3% YoY. Gaviscon OTC is viewed by consumers and has traditionally been marketed by Reckitt Benckiser as a treatment for moderate to severe indigestion, commonly termed Heartburn. However, the strong growth achieved over the last few years has come by continuing with the strategy of trading up dissatisfied antacid users into the brand from the less efficacious, lower value, higher volume antacid sector. Activities driving this growth through trade-up in the last year have been: Project Expand the launch of a limited range of Gaviscon products into full grocery distribution which
placed them right next to the antacids that people were buying out of habit, or as the ubiquitous entry point into the category.
Tablets TV The fire breather creative was developed to make the Gaviscon brand more approachable and less medicinal to antacid users. This was the first time that tablets had been advertised, being the preferred format of the majority of users (65%) and the format that antacid users are used to.
The results have been very impressive, with growth coming from some switching from the main antacid brands (e.g. Rennie), but also by bringing in many new market buyers resulting in a 20-25% increase in category sales within all of the major multiple grocers.
This strategy would only work of course if we maintained our core pharmacy business. Thus far we are only down 0.7% YoY in value terms in pharmacy as a result. Therefore, from a sales perspective these moves have been very
successful. What interests us now is whether our moves, and the introduction of H2s (e.g. Zantac) and H2/antacid combination products (e.g. Pepcidtwo) into full grocery distribution, have influenced brand perceptions or the linear brand progression that has been assumed up until know (antacid alginate H2). In essence do the conceptual targets that we have used over the last couple of years still hold and what size is each group.
Version 2 | Internal use only Ipsos MORI
ISO9000ISO9000
Project Thistle - US Malt Drinkers Online(10889) - Wave 1 Apr 04 22IpsosIpsos--FocusFocus
NORMALISED BRAND IMAGE SCORESNORMALISED BRAND IMAGE SCORES
Do Do Brand A Brand B Brand C Brand D Brand E Brand F Brand G Brand H Brand IBase 197 198 193 193 133 143 75 94 82 64Fashionable 1.55 1.51 0.98 0.99 0.81 0.62 0.71 0.62 0.60 0.58Stylish 1.31 1.00 1.03 1.00 1.05 0.96 0.89 0.74 0.82 0.57Traditional 1.21 1.33 0.94 1.03 0.84 0.95 0.77 0.83 0.68 0.98GVFM 0.97 1.52 1.02 1.03 0.91 0.78 0.82 0.78 0.74 1.14Darker coloured 1.43 2.04 0.62 0.43 0.66 0.76 0.82 1.27 0.93 1.73Seen in all bars 2.18 2.33 0.87 1.04 0.49 0.27 0.06 0.07 0.13 0.32Range of products 0.97 3.32 0.47 0.69 0.99 0.63 0.35 0.28 0.93 0.16Attractive bottle 1.65 0.80 1.11 0.69 0.81 0.82 1.00 0.99 1.01 1.45Serious 0.64 0.60 1.05 1.05 1.08 1.23 1.25 1.33 1.13 1.15Authentic 0.71 0.70 1.02 1.02 1.13 1.17 1.23 1.16 1.19 1.25Proud to serve 0.78 0.73 1.08 1.16 1.09 1.03 0.99 1.05 1.12 1.12Gift 1.03 0.91 1.00 1.00 1.02 1.05 0.98 0.98 1.09 0.92Distinctive taste 0.76 0.67 1.07 0.96 1.02 1.09 1.29 1.34 1.14 1.41Sophisticated 0.76 0.52 1.06 1.06 1.16 1.21 1.22 1.26 1.15 0.78Different 0.55 0.52 1.01 1.01 1.04 1.15 1.54 1.52 1.36 1.29Becoming more popular 0.81 0.99 1.17 1.27 1.14 0.99 0.63 0.74 0.88 0.55Would recommend 0.66 0.61 1.10 1.13 1.21 1.23 1.21 0.93 1.22 0.72High quality 0.82 0.75 1.02 0.99 1.06 1.14 1.14 1.12 1.19 1.34For confident people 0.90 0.78 0.95 1.04 1.07 1.11 1.07 1.18 1.13 1.05For successful people 0.93 0.73 1.03 1.00 1.10 1.11 1.12 1.10 1.08 0.98
Q5a Please indicate which, if any, of the brands shown here you think each description applies to.
Key to colours:Positive association - 99% significance levelPositive association - 95% signficance levelNegative association - 95% signficance levelNegative association - 99% significance level
2 = (oi - ei)2
eiei = expected frequency
oi = observed frequency
Q1
ISO9000
Project Thistle - US Malt Drinkers Online(10889) - Wave 1 Apr 04
*
Ipsos-Focus
NORMALISED BRAND IMAGE SCORES
Do Do
Brand A
Brand B
Brand C
Brand D
Brand E
Brand F
Brand G
Brand H
Brand I
Base
197
198
193
193
133
143
75
94
82
64
Fashionable
1.55
1.51
0.98
0.99
0.81
0.62
0.71
0.62
0.60
0.58
Stylish
1.31
1.00
1.03
1.00
1.05
0.96
0.89
0.74
0.82
0.57
Traditional
1.21
1.33
0.94
1.03
0.84
0.95
0.77
0.83
0.68
0.98
GVFM
0.97
1.52
1.02
1.03
0.91
0.78
0.82
0.78
0.74
1.14
Darker coloured
1.43
2.04
0.62
0.43
0.66
0.76
0.82
1.27
0.93
1.73
Seen in all bars
2.18
