Great Wall, Great Reward - Medtronic

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Presented by Tico Blumenthal, Global Customer Insights Manager, Medtronic at Qualitative360 Asia 2013 19-21 November 2013, Singapore This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://qual360.com/

Empresariales Tecnología

November 20-21, 2013 | Singapore
Twitter Hashtag #QUAL360

Platinum Sponsor

Media Sponsors

Association Partners

Great Wall, Great Reward
Finding design-actionable insights for Medical Devices in China
November 21st, 2013
Tico Blumenthal
Global Customer Insights Manager
Medtronic Shanghai Innovation Center

Prepared for

Image courtesy Alisdair Rae, University of Sheffield. Used with permission.

Why Qualitative in China?
Online has some
challenges

V. Unlikely

Scales have translation
and regional issues

China is an insider’s
country

Sl. Unlikely

Neutral

Sl. Likely

V. Likely

Why Qual for Medtronic

What SHOULD be done?

What IS done?

Medical Qual is fun, meaningful & difficult

Context
Market
Technical

Clinical

The Great Qual Wall
Cultural pre-disposition
to start from mistrust
High-complexity
environment
Format is not familiar or
comfortable
Insider’s society
(relationship)

Family
Relations
2o Relations
Chinese Society

Less concerning
May give ‘face’ to physician to have a
foreign visitor
Uncertain social status
Outside of social circle – less messy

Foreigners 

More concerning
Maybe a journalist  Very visible
Uncertain relationship
Old feelings re: foreigners

Starting with Difference
Enables Insight

Examples of medical innovations
driven by qual insights
• RestoreSensorTM neurostimulator

• AccuveinTM venous access aid

• Novocath IV

A few learnings for practitioners
• Partner with good ground-level recruiters – the channel of
introduction matters! Being blinded is a double-edged sword.
• Start from the top, or risk challenging the hierarchy
• Require translation pre-tests
• Directness will often harm your inquiry if the topic is sensitive
• Abstract questions don’t test well – prototypes are better
• Hang on to articulate respondents – they are precious

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