REVISITING DESIGN THINKINGAND THE FUTURE OF HEALTHCARE MARKET RESEARCH

March 27, 2018

“Thinking like a designer can transform the way you develop products, services, processes—and even strategy.”

Design ThinkingTim BrownHBR, June 2008

empathy

ethnography

customer centricity

DesignThinking

BehavioralEconomics

cognitive and behavioral psychology

Mental Models

Mental Models

Consumers’ misunderstanding of health insurance,Loewenstein et.al., Journal of Health Economics (2013)

TraditionalPlan

SimplePlan

DermatologistChose to go in-network 78% 80%

Ear-ache CareChose urgent careover ER

74% 77%

Blood pressuremedicationsAsk pharmacist to call doctor for generic

78% 81%

Knowledge:in the head versus in the world

Knowledge:in the head versus in the world

23% of US physicians use voice assistant for professional reasons

Manhattan Research “Taking the Pulse” (2017)

Implications for Market Research

Integration of mental models into research design and analytical frameworks

stimulus

consider

search

choose

experienceaffordances

&nudges

ingoingmentalmodel

Implications for Market Research

Reduced use of traditional questionnaires for exploration or characterization of decision-making

Declarative knowledge

Process knowledge

Implications for Market Research

Increased use of immersive digital simulations in both quantitative and qualitative research

Implications for Market ResearchEmergence of the simulation architect

cognitive and behavioral science

experimental design

simulation design principles

basic programming skills

Thank You

Greg Chu23 Headquarters Plaza, 7th Floor, North TowerMorristown, NJ 07960Mobile: (973) 536-0906greg.chu@kmkconsultinginc.com