Two-Phase Market Research: Evaluating Medical Procedures for Bladder Cancer Diagnosis and Treatment 

Recruitment.

  • Client Type

Market Research Agency (MRA)

  • Therapeutic area
Urology
  • Countries
United States, EU5 (UK, Germany, France, Italy, Spain), Sweden, Norway, Denmark, Belgium, Netherlands
  • Target Specialties
Urologists
  • Sample

Phase 1: 78 Qualitative Interviews

Phase 2: 501 Quantitative Completes

  • Methodology
Phase 1: WATI (Web-Assisted Telephone Interview)

Phase 2: Online Survey

Business Objective

Our client, a market research agency working for a global pharmaceutical company, aimed to deepen their understanding of how urologists across multiple countries approach the diagnosis and treatment of bladder cancer, particularly regarding the use of cystoscopy.
Cystoscopy is a procedure urologist uses to help diagnosing and treating urinary tract conditions such as bladder cancer, stones, inflammation, and structural abnormalities.
The study focused on identifying patterns in the adoption, preference, and clinical reasoning behind different cystoscopy modalities used in various stages and types of bladder cancer. This insight would be critical in supporting their future development, positioning, and communication strategies for diagnostic tools in urology.

Project Scope

This was a multi-country study, and the plan was to start with the qualitative approach to gain a deeper understanding of doctors’ experiences with the cystoscopy procedure followed up with a large quantitative online study.
The project framework was well defined from the outset. However, the project required adjustments as key market-specific insights emerged early on—particularly regarding the use of certain advanced cystoscopy types. These insights led to necessary adaptations in the screening criteria.

The QQFS Approach

  • Tailored Recruitment Strategy: QQFS tackled the recruitment challenge head-on with a blend of desk research, targeted outreach, and smart use of our internal pre-profiling tools. Our experienced recruitment team leveraged deep panel knowledge to accurately identify and screen suitable respondents who met the client’s criteria.
  • Consultative Project Management: Our team maintained continuous and transparent communication with the client, helping to clarify expectations around feasibility and providing detailed justifications for every respondent we proposed. This consultative approach helped the client to feel confident at every stage, particularly when quick decision-making was needed.
  • Efficient Fieldwork Execution:

     

    Qualitative Phase: Despite some recruitment complexity, the fieldwork progressed smoothly across most markets. The team adapted quickly where challenges arose, most notably in Norway, and managed to deliver a highly representative and insightful sample. All interviews were conducted in the local language when moderated by our team, while the client moderated their sessions in English. This ensured the highest quality of responses and optimal outcomes, and the study was delivered within the expected timeframe. 

    Quantitative Phase: We took all the learnings from the qualitative phase of the study and have reviewed the incidence rate per target, to ensure the feasibility for the quantitative element remained accurate. After our suggestions the client has reviewed and adapted the screening criteria as well as sub-quotas based on the qualitative outcomes. This way we ensured that we would have minimal fieldwork disruptions during the online element.  

     

Client Impact

The feedback from the client was highly positive and the overall project was viewed as a success. We delivered 78 qualitative interviews and 501 completes for the quantitative phase. It is worth pointing out that in the EU5 there was no overlap between respondents who participated in qualitative and quantitative elements.
The client appreciated our clear and consistent communication, the flexibility and speed of our recruitment approach, and the depth of insights delivered. As this was our first collaboration, we’re especially pleased with the outcome—it reflects the quality we strive for and strengthens our position as a reliable and trusted fieldwork partner.
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