Whilst some industries slow down during the holiday season, pushing strategy, planning, and projects to the new year, the healthcare market research insights industry takes a different tack. If the last three years have taught us anything, it is that science and health will wait for no one, so in order to deliver new treatments and innovations we need continuous, and timely access to deep insights. This, combined with traditional Q4 budget spending, means that healthcare market research continues throughout the holiday season.
Whilst research is essential it can also be an unpredictable time of year for fieldwork and recruitment, with panel members potentially distracted by seasonal illnesses and festive activities. Response rates can also vary by country, with some European countries some European respondents enjoy several weeks off work over the Christmas break which can result in a slow-down in fieldwork delivery. Given these regional variations it’s important to understand local influences.
We reviewed our October to January response rates over the last 3 years, to try and spot any trends that can help improve delivery in 2021, and here’s what we found:
- On Thanksgiving 2020 almost 400 US Based HCPs took part in market research for our clients
- USA, Germany, and Great Britain are the Top 3 Most Engaged Countries During the Holiday Season
- On Christmas Day 2020 over 950 HCPs completed surveys for our clients
If you have any questions about conducting healthcare market research, and the detailed market insights we can provide, please get in touch.