RESEARCHERS MUST BE ‘DIGITAL SAVVY’ – BUT NOT VIEW TECHNOLOGY AS A PANACEA, SAYS NEWLY-PROMOTED DIGITAL EXPERT

Healthcare market researchers will increasingly need to be ‘digital savvy’ and familiar with the full array of digital methodologies, but these should be viewed as complementary to traditional methods, not as a low-cost replacement for them – that is the view of newly-promoted Digital Product Manager at Cello Health Insight, Peter Furness.

Pete’s promotion comes as the specialist healthcare market research agency moves to further bolster its Digital team, one of its four core practices (alongside Qualitative, Quantitative IQ and Patient Research).

Formerly with Millward Brown, Pete joined Cello Health Insight in 2012, and has played a key part in the expansion of its digital capability during that time.

“Our profession needs to embrace digital technology and new methodologies, but for too many, these are seen either as a low-cost alternative to traditional methods, or else as a panacea which can replace them,” said Pete.

“Our view is that we should be using technology to augment what we can do via offline methodologies, to gain better data and a more profound insight, and to make the process more enjoyable for participants – which means they are more likely to engage for longer, and at a deeper level.

“Healthcare researchers are increasingly having to be totally digitally savvy, and ahead of the game across the full array of digital methodologies.  There will always be a role for the traditional, there is no substitute for personal contact, and the face-to-face interview will continue to be part of the researcher’s toolbox.  But that toolbox will increasingly hold new and innovative technologies to help the researcher achieve better and better results.”

In his new role, Pete will be responsible for the management and maintenance of Cello Health Insight’s digital offerings, including the eVillage online qualitative research community, ‘gointhemo’ mobile research app, conference research app and digital pathway tool, as well as providing operational training on managing digital projects.

He will also play a role in developing new digital products to meet evolving client needs, and in enhancing existing methodologies with digital solutions.

“Pete’s great management skills, all-round technical ability and broad knowledge of research methods and approaches make him the perfect fit for this role,” commented Nicola Cowland, Joint CEO at Cello Health Insight.

“The digital aspect of healthcare research has grown hugely, and our clients are increasingly seeing the value of including digital elements within their research projects. 

“The technology is moving fast, and we are aiming to continue innovating to make the best use of this technology – but it is important that we don’t leave the core research skills and thinking behind as we do this.”

The Cello Health Insight Digital team is currently working on using digital tools to enhance concept testing research, with a suite of tools at the design stage, with a projected launch date of early 2016.