PV Scope provides a fast, in-depth view of how members of any stakeholder group think about a key issue by applying an iterative methodology that provides quick and meaningful insights. RG+A has executed PV Scope projects with payer, prescribers, caregivers, practice managers, and hospital executives.
This small sample method begins with a set of telephone depth interviews that provide an initial sense of individuals’ knowledge, beliefs, and actions. From there, participants engage in a multi-stage web exercise designed to determine issues on which respondents agree and others on which opinions vary. It ends with an estimating exercise that provides inputs for forecasts and probability models.
The entire design promotes higher quality research. Respondent anonymity promotes candor. The co-creation method generates greater depth of insight as participants interact. Our estimating exercise incorporates state-of-the-art small sample “quali-quant” approaches.
Clients have described our “Scope” process as combining the efficiencies of on-line research with the real-time access and responsiveness of a focus group. You can read all the web and estimating exercises in real time and suggest questions, probes, or new directions to the moderator.
Typical PV Scope projects require 2-3 weeks to complete. Clients use them for issues ranging responses to current events to formulary decisions or innovations in plan structures.
Use PV Scope to explore a market or dynamic quickly and economically
- 10 respondents
TASKS: Three stages
- 45 minute in-depth interview
- Create synopsis of interview results for each segment
- Two rounds of polishing, probing, and discussion
- A set of estimates around how stakeholders nationally will respond to various situations
Time to Complete
- 12 days
- 8 to 10 PowerPoint slides summarizing the results, including a summary of the market context, and answers to each key question
- Quantifiable estimates of responses around potential scenarios
- 20-30 minute telephone debrief with research lead from RG+A
The first stage of PV Scope consists of individual interviews to thoroughly explore the topic and identify clusters of respondents who think similarly
Stage 1: 45 minute in-depth telephone interview (TDI)
This is a scheduled one-on-one discussion during which the moderator explores the area of interest and identifies characteristics that might divide respondents, using an on-line visual stimulus where appropriate
After all interviews, the moderator identifies clusters (small segments), and creates a synopsis of each cluster’s perspective
Stage 2 uses an online bulletin board discussion to refine and confirm Stage 1 findings
Stage 2: In Stage 2, the moderator posts synopses of what each cluster said in Stage 1 interviews. Respondents from each cluster then edit and polish their respective summary using an asynchronous online bulletin board.
Two rounds of polishing, moderator probing, and discussion ensure depth of understanding and accuracy of segment perspective.
Stage 3 employs a “Wisdom of Crowds” methodology to estimate how the payer community at large will react to various scenarios
Stage 3: Each respondent returns to the bulletin boards and estimates how their peers (not they themselves) will respond to potential scenarios.
This provides quantitative estimates of how a scenario is likely to play out nationally.
This technique, called “Wisdom of Crowds,” increases the reliability of small sample size estimates by diminishing bias and decreasing the impact of outliers.
PVScope offers advantages of both insight and economy over standard exploration methodologies
- Respondent sample is sourced from either RG+A’s proprietary Health Payer Council® or from certified partners who rigorously screen for quality
Iterative exploration yields increased insight through time and discussion
- Multiple touch-points allow for a developing discussion rather than “one shot” responses
- Also, they provide respondents time to think deeply rather than relying upon initial reactions
- Discussion with peers challenges reactions and provokes greater thought
- Synopsis review provides confirmation of initial interview findings
Forecast estimates ask respondents to estimate the behavior of their peers rather than their own. This increases reliability by:
- Minimizing the impact of outliers
- Increasing accuracy – people are better predictors of a group of peers behavior than their own