The award recognizes and promotes excellence in qualitative research on an International level. A panel of respected industry judges reviewed entries on project design, scope and execution, along with the study’s impact on the client’s business objectives.
Layla’s qual study for her client, The Crohn’s and Colitis Foundation of Canada (CCFC), was selected for its strong efforts to:
- Tackle an important health issue with creative research techniques
- Uncover valuable patient insights on a sensitive topic
- Provide a solid business plan for the client’s five-year strategic communication efforts
The study focused on identifying relevant communications channels in which the CCFC could better engage with patients of Crohn’s Disease and Colitis. The 10-day study aimed to understand how to get the right information into patients’ hands at the right times.
Understanding that the disease often dictates patients’ lifestyles, Layla designed a study that would allow respondents to participate on their own schedules. She used an online discussion board (hosted on IdeaStream™) to encourage openness and honesty in a supportive environment. Important conversations took place among participants as they revealed details of their struggle and found support.
During each day of the study, respondents were asked to complete a different task or share opinions on a different topic. For example, patients at varying stages of the disease were asked to recreate the moment of their diagnosis, recommend valuable information sources, review and offer feedback on various CCFC publications or describe how the syndrome affects their day-to-day work/school life.
The study revealed different communications opportunities at various stages (prior to diagnosis, at diagnosis and post diagnosis), as well as types of information and tools that would assist in providing future patients with knowledge, empowerment and support to most effectively control the disease.
The CCFC has used the results of the study to develop a five-year strategic plan that would guide the organization’s approach to patient and health care provider engagement and communications. The CCFC now tailors its communications in a meaningful way to each of the defined patient audiences to provide appropriate information at appropriate times.
Layla and the CCFC will receive the 2012 QRCA Qually Award at the upcoming Worldwide Conference on Qualitative Research, April 25-27 in Rome, Italy that Dub will be exhibiting at, so why not drop by and say hello.
We can’t wait to meet you!