REVISITING DESIGN THINKING - INSIGHT...
Transcript of REVISITING DESIGN THINKING - INSIGHT...
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) [email protected]