Interviews are a cornerstone of high-quality qualitative medical market research. Through our own experience participating in and conducting interviews, we have seen how poorly designed discussions can fail to move beyond surface-level opinions, limiting the value of the insights generated. This has reinforced the importance of thoughtful interview design and skilled facilitation.

As academics, we have a deep understanding of qualitative approaches, including semi-structured interviews and thematic analysis, as well as their strengths and limitations. We combine this expertise with clinical experience and work through established medical and academic networks to identify relevant respondents, ensuring interviews are conducted with appropriately informed participants rather than indiscriminate samples. This approach allows us to explore complex decision-making, capture nuance, and generate meaningful qualitative insights.