Work

High quality decision making requires deep knowledge of where interventions or changes in an organization’s approach can unlock meaningful value. Qualitative research often provides many insights and implications but does not deeply inform prioritization of future focus.  Quantitative research conversely is excellent at depicting at a high level where enablers and barriers exist, but does not provide the nuggets of insight on how best to tactically action against those opportunity areas. In our insight work, we employ hybrid approaches that transform the quality of decision making, integrating the best of traditional research methodologies, design thinking, and financial analysis.

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Integrated Qualitative-Quantitative Analysis

A highly effective decision-making tool is integrated qualitative-quantitative analysis. For this methodology, we build a “journey” architecture to house content. We collect all relevant and available data and insights that might exist, including from primary and secondary qualitative and quantitative sources, and map it to the journey. We quantify the flows of users or patients through the journey, identify the stoppage points where people might drop out of the journey, and characterize those stoppage points with deep qualitative insights. This concise integration of all insights rapidly informs high quality and nuanced prioritization of focus for impact.

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Provocation-based Research

Insight research is great to understand what is working or not working with the current system, but often falls short on informing what should exist in the future. We address this through future focused, provocation-driven research.  With these methodologies, we build prototypes of potential future states prior to engaging with impacted stakeholders. We then explore these future states with stakeholders through immersive qualitative research sessions. For example, this could include walking a patient through a visualization of a future “ideal” journey, or sharing mocked up prototypes of an intervention.  We explore what works, what doesn’t work, and what the intervention would need to be in order to gain uptake and usage. We continually iterate these provocations based on participant feedback, co-creating and evolving them with the impacted stakeholders along the way. This approach both builds nuanced understanding of the challenge at hand, and conviction on how potential interventions will be received.