Doug Cooke is founder of Tinder, a research consultancy focused on people-centered innovation.
In a recent research and strategy project focused on defining a new global platform for a medical device, our research plan required us to shadow clinicians and others as they used existing devices in the “context of care.” With minor issues like HIPAA protecting patient privacy and other security issues at big urban hospitals in the US, our team decided that conducting research in Europe provided a better opportunity to understand these devices and their users.
Planning started with all the usual steps: multi-day client sessions to assess the domain, issues and problems; auditing reams of client data and documents; becoming familiar with competitive products, etc. We developed a research protocol that went through many rounds of revision with a large, multi-location client team, arriving at a clear understanding of relevant and important user issues. We developed screening criteria for participating medial institutions. Pilot studies were run at US hospitals. Months of preparation were spent in making sure our research team was fully prepared to bring back insights and perspectives that would help define the next generation global respirator platform. Ready, set, on to Europe!
Our first stop was a hospital in Wales. They had lined up the appropriate people for us to shadow and interview, including department heads, physicians,and medical techs. We spent two days shadowing, probing and gathering, and everything worked according to plan. Wahoo!
At our second stop in London (hauling two large model cases that would not fit into London’s very spacious cabs), we arrived at the check-in desk and ask to see Dr. Smith (or so we’ll call him). Upon arrival at his department wing, we learned that Dr. Smith was not in. Even more concerning was that Dr. Smith was out of the country at a conference and had not let anyone else know we were coming. After speaking with a few more people, the answer was “Please come back at another time when the doctor is in.” Ouch! In spite of all the planning, effort, and resources to get here, a few uncooperative people were about to jeopardize our research program.
How could this happen? Well, I ignored one of my primary rules: never let the client take on a critical path item that could endanger the project’s success and my firm’s reputation. Specifically, because of the difficulty of gaining access to the right people and institutions, and extremely high cost if we were to use a traditional recruiting process, our client took on the responsibility for arranging our visits to hospitals through Europe. Few clients understand the level of effort needed to screen, schedule and triple-confirm each participant. When the “research gig” is complex and requires the participation of a number of people carefully choreographed in a short time, it is essential to have a dedicated, experienced resource to make that happen.
We made it all work in the end. With no Dr. Smith and an apparent dead end, we literally started on-the-spot networking, walking up and introducing ourselves to doctor after doctor until we had made some friends that would grant us two days of access in the ICU and ER. It worked out in the end, but presented unforeseen delays and stress to an already pressure-filled project. Painful but constructive outcomes, nonetheless.
The rest of the trip in Germany and Italy presented various levels of preparedness on the part of hospitals we visited. Some hospitals were planning on hosting us for our full two day itinerary and some were expecting only a few hours meeting (which we were able to extend by turning on our best charm).
I have always been a very careful planner and can fastidiously orchestrate research logistics. I know what it takes to gather user insights. But the lessons learned from this European research foray is a clear reminders that whenever I can, I must control the recruiting and scheduling process. I hope to never again knock on any unsuspecting doors.