inVibe Voice-Powered Healthcare Insights vs. Traditional Qualitative Research | Pharmaguy's Insights Into Drug Industry News |

Over the last decade, the market research industry has been swept up in a race to the bottom. The rapid adoption of new technologies and ease of access to self-serve research platforms, delivering on the promise of speed and lower cost, has compromised the quality of the data upon which important, and often expensive, decisions are predicated.


Gaining that context — listening to the “voice” of the patient or target — gives rise to the actionable insights needed for market success of a product, service or campaign. However, traditional listening approaches in market research — focus groups, interviews, ethnography — are slow and expensive undertakings and each, for all their rigor and discipline, have limitations.


Often, web-based research services attempt to pass open-field text boxes off as qualitative research capabilities. However, it can be argued that this is an effort to force a qualitative response from a quantitative method and the data from open-field text boxes can be frustratingly limited, resulting in lackluster, and sometimes even erroneous, outcomes.


To define the value of voice response data capture over the readily available open-field text format available via most web-based survey services, inVibe analyzed three studies that employed both voice response and open-field data capture methods. inVibe compared the typed responses from survey formats to the transcripts produced using their proprietary voice response insights platform. Text composition statistics and four different grade-level readability measures were used to compare data quality between these two instruments.


The data from this analysis strongly supports the premise that use of an automated platform that seamlessly enables voice data collection can be an efficient and effective tool for conducting comprehensive qualitative market research.


Download the white paper here.


The inVibe voice response system was used to survey patients about direct-to-consumer off-label drug promotion. Learn more about that and listen to some responses here: