The rise of health technology is revolutionizing how consumers keep track of their health.
We’re doing a lot of work in the health technology and wellness category and we’re noticing how consumers' attitude to their health has shifted toward a more proactive approach.
They are no longer willing to accept aging stereotypes and, thus, try to stay on top of their health to prevent any age-related challenges before they have to.
At the same time, marketers may have a tough time exploring consumer behavior in the category: a sensitive health topic implies several pitfalls that may impact the results of the research.
While conducting consumer research for health technology products, these guidelines help us deliver the best insights for our clients:
1. Ethical Considerations
Before kicking off the research make sure people feel comfortable sharing their health story as well as permission to collect and analyze any data related to the state of their health (if necessary to the research). Otherwise, you risk the depth of the insights.
2. Regulatory Compliance
Health technology research may need to adhere to specific regulations and standards depending on the region and the type of technology involved. Research local health care laws to ensure that your research aligns with applicable regulations for your customers.
3. Finding the right consumers
Some health conditions have a small or specific patient population, making recruitment difficult. To widen the reach of potential participants, we search beyond traditional recruiting methodologies. For example, collaborating with healthcare professionals/ institutions, or engaging with patient support groups, and / or online communities.
4. Diverse Participant Representation
Health technology serves a wide range of users, including different demographic groups and health conditions. Strive for diverse participant representation to capture a comprehensive understanding of user needs and preferences.
5. Real-World Context
We often recommend sticking to the iterative approach that allows for flexibility and adjustments based on patients’ availability and emerging insights. It’s also important to keep in mind how health technology will be used in real-world settings and conduct research in environments that closely mimic actual usage scenarios.