This is the final part of a three-part series with Té Revesz, principal, GlobalReach-SBI. Last month, Té Revesz, principal, GlobalReach-SBI, and host of GlobalReach: Winning in World Markets, invited BBK’s own Matt Kibby, principal, technology and innovation, on her radio show. We had an opportunity to ask Té a few questions of our own. In this blog post, she talks about her interests in the clinical R&D industry and lets us in on some of her top best practices for conducting international market research. Here’s what she had to say…
From your experience and research, what is most interesting to you about patient recruitment for clinical trials and the clinical R&D industry as a whole?
Every project is different, complex, challenging, and involves a lot of different countries. That’s what makes them both interesting and a lot of fun (of course my notions of fun may be a bit odd). Moreover the outcomes have the potential to make a real difference in people’s lives. And to contribute to that is the real catnip.
Also, often I work on projects involving therapeutic areas that I can relate to personally because I’ve known people who’ve been touched by those conditions. I love engaging directly with the KOLs for a wide range of conditions and gaining their insights not only into the current state of treatment locally and globally, but insights into their needs, their frustrations, and sometimes their triumphs. What do these professionals have in common, and what is unique. On the patient side, it’s really interesting when we conduct interviews or focus groups to gain their perspectives on their needs and hopes. What do patients have in common from country to country—and how they differ in the way they perceive their own situations. And what is really fascinating with the very different ways they can react to recruitment materials, words, and graphics. The differences in perceptions of even simple images are absolutely enlightening.
You have conducted thousands of in-depth interviews with business, political, and labor experts from around the world. What are your top best practices for conducting international research?
Best practices… Among my favorite types of projects to work on, I have done best practices studies in everything from global branding and new product introduction to recruitment and retention of high-level researchers. But to address your actual question, my best practices for conducting international research are:
- Do your homework. Make yourself as smart as possible about the subject you are working on. And that includes identifying the experts.
- Work with really good people around the world. I work with a network of regionally-based field researcher groups who can help me execute for clients especially where local knowledge and language is needed. I have worked with most of those people anywhere from five to 15 years or even more, and the relationships are reciprocal.
- When doing an in-depth interview, make it interesting for the respondents. Bring them some information or insight they may not have had before, something to make them feel the conversation with you is worth their time. Also, make them feel like what they are saying is very, very interesting (it usually is).
- Smile at the person you are talking to. A smile concentrates positive energy on the subject. And even if s/he can’t see you, s/he will hear the smile in your voice.
Interested in hearing Matt Kibby’s interview in full? You can access it here.