Our Qualitative Research Services

We are an international qualitative research provider to healthcare and the pharmaceutical industry

We use a range of offline and online methodologies from in-depth interviews, focus groups and ethnographic studies to produce high quality qualitative insights. Our research services are tailored to meet your needs enabling clients to choose to work with us using one or more of the following approaches:

  • Hourly consultation: We meet with you and your team either on an ad hoc or ongoing basis to provide feedback on your research at any phase.
  • Full project management: We undertake the management of your qualitative clinical outcomes research project from study design, conducting the research through to analysis and reporting.

We can support you on the following but not limited to:

  • PRO Concept of interest elicitation
  • Respondent debriefing
  • Exit interviews
  • Positioning/branding
  • Advertising
  • Usability testing
  • Concept testing
  • Customer communication
  • Pricing
  • User experience
  • Customer satisfaction

From recruitment through to analysis and reporting


If you want successful depth interviews and focus groups you need to track down the right participants. It can make or break a project – good recruitment is critical. Through our partnership with Perspective Research Services we support all major methodologies for both digital and offline qualitative projects using both client and non-client supplied samples, via telephone interview (semi structured) and phone-to-web. We also use alternative recruitment methods to find fresh and hard to reach participants through a partnership with charities and support groups who want to give their service users a voice. To ensure maximum high quality input all participants are pre-screened to check they match your criteria and are able to make a full contribution.

Research design

Drawing on more than 20 years of qualitative research experience our team of experts will assist you in the development of qualitative and mixed method research projects. If you need to design a research and analysis plan for an existing or new project, whether it’s to carry out offline or online face-to face or focus groups, our design consultation services will ensure the whole process is fully optimised providing you with quality data.

Information collection 

Face to face interviewing still remains a popular research method with patients, clinicians, and other stakeholders. However, in addition our team of experts provide clients with a wealth of experience in designing and facilitating focus groups and sustained stakeholder engagement processes.

When required we offer a variety of layouts to accommodate focus groups and depth interviews for the pharmaceutical and medical device industry offering excellent facilities including picture in picture recording, MP4 video & MP3 audio recording, and high definition cameras with external controls.

An overview of the services we provide:

  • In-depth face-face-to-face interviews
  • Web-enabled telephone interviews
  • Focus group moderation
  • Online focus groups
  • Online communities (Bulletin Boards)
  • Ethnographic interviews
  • Online ethnography and diary studies

Research analysis

To ensure you get the maximum insight from the research, we undertake every stage of qualitative analysis using inductive and deductive approaches from initial thematic development and code book design based on a thorough understanding brief . In addition we can:

  • Create research-ready de-identified verbatim transcripts in English
  • Ensure comparability by maintaining consistent approaches across sample groups 
  • Apply secure and encrypted file-transfer protocols to keep your findings safe in transit


At Health Outcomes Insights we are aware that reporting on qualitative research to ensure maximum impact is an essential part of the research project. To achieve this we bring a range of techniques from storytelling to data visualisation, including infographics, word clouds, photographs, icons, diagrams, and timelines to enable easy interpretation and identify actionable insights. We provide information using the following but not limited to:

  • Slide Development
  • Content Management
  • Executive Summaries
  • Transcripts
  • Manuscripts
  • Publication Planning
  • Journal Supplements
  • Scientific Poster Development
  • Medical Illustrations and Animations
  • Congress Reports
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