Schedule

Welcome and introduction to the event. 

This session explores how healthcare insights teams can effectively integrate conversational AI–guided research alongside traditional methods to better capture the patient voice. Drawing on a controlled study in the U.S. psoriasis market, the presentation compares a conventional online survey with an AI-powered patient interview approach across cost, speed, respondent experience, and data quality. Attendees will gain practical guidance on when each methodology is most effective, where hybrid designs add value, and how to balance insight depth with operational efficiency—leaving with clear, actionable criteria for selecting the right approach for their research needs.

Frameworks like Jobs-to-Be-Done (JTBD) offer deeper insight into clinical decision-making, but applying them in scalable quantitative research requires adaptation. This session presents a real-world oncology case study where qualitative JTBD insights were translated into a multi-phase research design across oncologists and related specialists, revealing how different HCPs navigate complex, multidisciplinary decisions. Presenters will share how emotional and behavioral “jobs” were converted into measurable decision steps for quantitative validation, along with key methodological trade-offs. Rather than treating JTBD as a fixed approach, this session highlights practical lessons from adapting the framework to real-world healthcare research—balancing rigor, feasibility, and respondent burden.

Attendees will learn:
- How to translate JTBD frameworks into quantifiable research across specialties
- Key trade-offs between methodological rigor and execution
- Strategies for comparing decision-making across clinical stakeholders without oversimplifying nuance

When someone is diagnosed with a progressive illness like Parkinson’s disease, their journey is often shaped by fear, loss, and isolation. Many patients struggle with non-conscious emotional responses that are difficult to articulate through traditional research methods—leading to feelings of guilt and misunderstanding. What if healthcare professionals could better understand and normalize this emotional journey, helping newly diagnosed patients feel less alone? This session explores how facilitated storytelling can uncover the deeply personal and often unspoken aspects of the patient experience. Attendees will learn how to capture and code emotional journeys in a structured, actionable way, and how these insights can be applied to better support patients at the earliest stages of diagnosis.

Wrap up the day's sessions with a relaxed networking reception. Enjoy light refreshments and drinks as you continue conversations, make new connections, and reflect on key takeaways with peers and speakers.