What we do
“Active listening is a skill and requires an atmosphere in which the conversation partner can open up themselves. Therefore, we like conducting interviews on sensitive and emotionally disturbing topics during a forest or nature walk.“
To listen is an essential virtue for any qualitative researcher. In the age of social media it is even more important because with netnography we need all of our skills and experience to differentiate ‘the buzz’ from real opinions relevant to our client. During the classic in-depth-interview or while conducting a focus group we need to also hear what is been said ‘between the lines’.
The Business Objective
Our client wanted to understand what triggers patients who are not satisfied with their current RA-medication to ask their physicians to switch them from DMARD to a biologic. The client also wanted to know how successful they were with this request.
Reliable & Dedicated
Antje Schaffranietz: “We asked all of the recruited respondents to conduct online diaries and encouraged them to engage with each other through online discussions that we deliberately did not moderate – we were just listening. Their resignation and acceptance of their ‘fate’ was very unnerving. These people suffered from so much pain and increasing motor impairment, yet they did not approach their physicians to ask for a change in their medication. And most of them did not even actively look for information about potential alternatives! This taught me, that for many therapeutic areas in Germany, there’s still a long way to go in terms of patient empowerment. As a consequence, our client is now working on an educational campaign for biologics to help people make an informed decision.”
Listening of course doesn’t just work online. Offline we recommend you book our Forest Walk for active listening when your research topic is especially sensitive. Why does this work? We know that for most people, an outdoor walk in nature is very conducive to having a difficult conversation – because being outdoors and on the move inspires your brains and your soul to open up and start talking.