| © 2022 Freed Associates, Inc. 10 Consumer research is not a one-and-done activity. Successful change implementation requires follow-up research and measurement to ensure that consumer experiences have improved as intended. This research also determines if consumer needs have shifted due to environmental changes. Without these “check back” points with consumers, your improvement efforts can move off course. PRO TIP: Make Consumer Insights the Star of the Show. Direct input from consumers is critical to understanding specific and personal needs. Reaching out to patients and members for input on their experiences may be more difficult than relying on organizational data, but it is essential to implementing meaningful change. There are many methods for engaging consumers to gain input, including focus groups, surveys, field studies, interviews, and direct observation. This type of research can be managed internally or by an external research organization that has expertise in sourcing consumers, consumer segmentation, consumer research methods, and results interpretation. It’s not uncommon for healthcare organizations to outsource this very specialized type of work. Paired with analysis of organizational data, consumer research provides a fact-based starting point for evaluating and prioritizing consumer improvement opportunities, and keeps consumer needs at center stage. LEARN MORE © 2022 Freed Associates, Inc.
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