EXAMPLE PROJECTS

Every moderator has a long list of example projects but here’s a few that Melissa has had the pleasure to work on that have been particularly interesting, unique and rewarding.

Early-Stage Pregnant Women and Non-Invasive Prenatal Testing

Melissa’s client, a manufacturer of a non-invasive prenatal test used to detect genetic disorders and abnormalities during pregnancy, wanted to do some qualitative one-on-one interviews with very early-stage pregnant women to understand their attitudes toward prenatal testing. Melissa conducted 25 in-person in-depth conversations with women from all different parts of the country to learn about their views on early-stage non-invasive prenatal testing. This controversial and emotional topic was both interesting and engaging. Findings helped the client shape marketing of their new product.

Veterinary Services Ethnography

Melissa’s client, a pet food company, wanted to learn more about how pet food is selected, placed, and utilized in the veterinary setting. Melissa conducted in-person observational visits as well as focus groups with different veterinary clinic staff at a vet clinic. During one of the focus groups, a very friendly white cat plopped himself on her lap and stayed there for the rest of the group. Not sure many moderators can say they’ve conducted in-person focus groups with a cat on their lap! Good thing she’s not allergic…

Sexual Health: Erectile Dysfunction, Vibrators, Benign Prostatic Hyperplasia

  • Melissa has conducted extensive research with men and women to understand their journey with erectile dysfunction and the impact it has had on their life/relationship. This has been some of the most rewarding research Melissa has done. Many men suffering from ED (as well as their partners) lack a support system or someone to talk to, thus have never talked about it before and keep it bundled up inside. Some of the men and women in her groups and one-on-one sessions opened up for the first time and it was rewarding for everyone involved to talk, listen, and learn.
  • Melissa’s client, a vibrator manufacturer, needed to understand usability feedback on their new line of vibrator models. Respondents were shipped the vibrators to use at home for a week and then participated in some in-person focus groups to discuss their experience. Melissa had to think outside the box to get at the more intimate details so projective exercises and some very interesting props were used to help facilitate the conversations.
  • Melissa conducted an online discussion board with men who experience benign prostatic hyperplasia (a condition in which the flow of urine is blocked due to the enlargement of the prostate gland). The discrete online platform allowed for open, candid sharing – and that is just what they did. Melissa was able to crack the surface and learn about the emotions and struggles associated with their journey living with this condition.

Brainstorming Sessions with Scientists from Around the World

Melissa’s client, an innovative health-science company wanted to come up with a new product for brain health/memory and focus. Melissa participated in internal brainstorming workshops/sessions with a global team of scientists to create a handful of working concepts. She was honored to be part of such a collaboration with some of the most unique and intelligent minds from all over the globe. Once the concepts were created, Melissa conducted focus groups with consumers 55+ to gain feedback on the concepts and narrow them down to the ones with the most potential moving forward. Melissa now participates in these different brainstorming sessions frequently for her client’s many different product offerings.

Chronic Conditions and Healthcare Needs

Melissa conducted research with what’s referred to as a “high cost, high need” population – individuals suffering with multiple or severe chronic health conditions who are high cost to the healthcare system. This research was conducted to better understand the healthcare needs of these patients—and their caregivers. Melissa conducted online focus groups to identify the concerns, worries, and frustrations that they face when it comes to healthcare. Some of the patients participating in the groups had extremely chronic and limiting conditions and, although it was heartbreaking, it was also informative and rewarding to have their voices heard.

Large Campaign for Autoimmune Medication

Melissa has done extensive work in autoimmune disorders – particularly in the areas of arthritis, axial spondylarthritis, uveitis, psoriasis, and Crohn’s disease. Melissa has done 20+ projects for one very special client around a large campaign for a particular autoimmune treatment. She has tested everything from messaging to creative ads, to story boards and commercials with both physicians and patients. It was fun and rewarding to see the outcome of the research translated in the medical ads and commercials that are currently in the market.

Alcoholic Beverage Ideation Groups

It’s not all serious all the time. Melissa led some fun-filled focus groups with spirit, whiskey, and moonshine drinkers to help create a new ready to drink offering for her client. The groups worked in teams to come up with innovative ideas for a new RTD product – which recently just launched and is kicking butt in sales!