What your surveys and EHRs can’t tell you, Qualitative Research does!

Your members’ behavior, perceptions, motivations, beliefs, desires – all provide essential revelations into the quality of patient health outside the scope of traditional surveys or your electronic health records. Gathering this “member voice” is called Qualitative Research. Unlike Quantitative Research, which measures the frequency and trends related to your members’ health-related events, Qualitative Research focuses on what these experiences mean to your members. 

Yes, it is a more interpretive environment than a numbers-based research method, but using qualitative methodologies allows our highly trained team to paint a vivid picture of the unique health situations your members face, illuminating these issues so that your internal staff can easily conceptualize solutions.

SPH’s Qualitative Research answers the “whys” related to members thoughts, perceptions and behaviors, providing you with key and consequential details that can help drive member satisfaction, procedural enhancement, or even organizational change. And with that advanced knowledge, you can upgrade your continued improvement, while putting your organization in the driver’s seat for upcoming regulatory survey and market research projects.

Why Use
Qualitative Research?

  1. to better understand your members/patients’ perspectives and what motivates them to do what they do
  2. to evaluate website, portal, enrollment, and/or practice admittance navigation 
  3. to uncover why members are leaving the plan and help salvage future member/plan relationships
  4. to gauge perceptions of a new product or service
  5. to learn what types of messaging would best maximize appeal, awareness, and reach
  6. to find out what members think of the brand – what made members select you; how are you better (or worse) than your competitors
  7. to clarify and expand on CAHPS responses as to why members give the rating they do
  8. to elaborate on why care gaps are or are not being closed
  9. to find out what’s good or not so good about working with you

Focus Groups

One format that can deliver a formative qualitative research yield is Focus Groups. Focus groups comprise of selected members gathered together in a room – real or virtual – and interacting with the moderator (and each other) over a variety of themed topics and issues that align with their perceptions of the health plan and the quality of care they feel they receive. This can take place within the course of an hour and can generate an in-depth and one-of-a-kind picture of the member experience - all in real time.

Focus groups might be the answer to audiences with survey fatigue – a group that has been surveyed so often that accurate and genuine responses are less likely.

  • In-person focus groups
  • Online focus groups
  • One-on-one intercepts
  • In-depth interviews

Online Communities

If focus groups’ scheduled times and session-lengths are too inconvenient and constrictive, Online Communities can present a conducive forum for qualitative research into the member experience and satisfaction. Here, members can contribute online their perceptions and thoughts in writing - at their leisure over a period of up to two weeks - in a variety of a user-friendly ways:

  • Online bulletin boards
  • Online diaries
  • Online journals
  • Online polls
  • Online chat rooms