When Digital meets physical, what often comes along for the ride are challenges (human factors), some of which become “barriers” that ultimately constrain growth.
For a variety of reasons, consumers (sometimes knowingly, sometimes unknowingly) misrepresent their actual behaviors and communicate what they consider to be socially acceptable.
In the Western culture, it is a commonly held belief that more is better. But there are times when we must challenge this value system. Carefully designed and executed research sheds light on the consumer experience.
We research the consumer AND the data on their device. We then combine data-sets with the latest data science techniques, to provide new meaning and insights.
Working with our clients, we determine the most important behavioral drivers and perceived barriers. We then make these insights actionable.
We believe that more engaged consumers are more likely to achieve their respective personal goals.
Singular focus on Digital and associated Consumer Behaviors (technology adoption, usability and acceptance).
Primary research which revolves around your consumer – Describing and/or predicting usage patterns, and consumer choices.
Development of Consumer Research and engagement strategies that asks questions of the digital data.
Consumer and Stakeholder Needs-Analysis.
Consumer Journey Mapping (activity analysis).
Qualitative & Quantitative Research.
Online Digital Research, combining offline and online data-sets.
Graphical facilitation, generating visual illustrations during Qualitative Research phase.
In general, the research community pays little attention to the inherent weaknesses of questionnaires. Social scientists have known for years that questionnaires (self-reports) are considered to be a blunt instrument when attempting to describe and predict behaviors, particularly when used in high-stake situations. Seminal research papers from LaPiere and Wicker have shown, based on observation and experiment, that what people say is often not consistent with their actual behaviors.
With the accelerating adoption of digital devices and services within Consumer Healthcare, we saw a research opportunity: SWBR could collaborate with product launch teams to create more meaningful insights.
SWBR uses our proprietary programs to extract digital data that represent actual behaviors in natural settings and combine it with other relevant data to build more accurate consumer portraits; that is, not exclusively based on questionnaires. Don’t get us wrong; questionnaires do generate value and will continue to have a research role, even if it’s somewhat diminished.
Basic demographic and psychographic data is probably best collected with questionnaires. In addition, whenever possible, SWBR uses digital records to assist in the description and prediction of consumer behaviors because these digital responses are more enduring. Moreover, for more accurate segmentation and targeting, digital data can be consolidated and structured with other data-sets to depict homogeneous groupings of consumers.
Overcoming barriers is often not a simple task. Using digital data extraction techniques and combining these data using our proprietary programs, Switching Barriers will help your organization identify, research, define, and implement transformational strategies.
Ronnie has over 25 years of diverse professional experience in the Healthcare B2B and B2C sectors, having led technical and customer support functions at national, regional, and global levels. More recently, Ronnie was the WW Information Technology lead for a $1B healthcare business. Ronnie has deep expertise in digital technologies, online human behaviors, and Consumer Research methods. He has an MBA and MSc in Business & Management Research from Henley Business School (Oxfordshire). Ronnie is also currently pursuing a doctorate in Applied Statistics and Marketing at Rotman School of Business (Toronto) and Henley Business School.
Tobias has devoted two decades to R&D and the Life Sciences industry. He built and developed two biotech start-ups, focusing on R&D and IP strategy, new product development, marketing and business development in North America, Europe, and Asia. Tobias presently advises new ventures and investors on all aspects of innovation management, and he is launching his own company builder in 2015. Tobias is named inventor in 14 patents or patent applications and holds a PhD (University of Karlsruhe, Germany) and an MBA (Henley Business School, UK).
Ana is a bilingual (Spanish/English) professional with 15 years in technology implementations, having spent 10 years providing consulting services to Healthcare/Life Sciences, Finance, and Government. A professional athlete, Ana has been a health coach since 2010. She received her BA in Psychology from the College of the Holy Cross (Worcester, MA), is currently completing her certification in Integrative Nutrition from the Institute for Integrative Nutrition (New York, NY), and will begin her MSc in Integrative Health & Nutrition in the fall of 2015 at the Maryland University of Integrative Health.
Woody has over 35 years experience with Information Technology, Manufacturing, Marketing, Process Engineering, Quality Management, Regulatory Affairs, and Sales. In recent years, he has focused on program management for Mergers and Acquisitions, Enterprise Resource Planning, Continuous Improvement, and Supply Chain. Woody has a BA from Duke University, an MBA from Babson College, and a PhD from Redding University.
David has nearly 30 years in the fields of law and technology. David began his professional career at AT&T-Bell Labs, where he spent 9 years designing and commercializing data networking equipment. For the past 20 years David has been a private practice attorney and in-house counsel specializing in Intellectual Property Law. David obtained his Bachelor’s Degree, magna cum laude, from New Jersey Institute of Technology and his Law Degree from Seton Hall University School of Law.
Jennifer brings a breadth of experience to SWBR from her background in Market Research, Sales, and more recently Category Management. Jennifer graduated with an MA in Economics from Northeastern University (Boston) and has quantitative & qualitative experience from both academic and professional research studies. During her tenure at Millward Brown (Kantar, WPP), Jennifer worked in client-facing roles in Business Research studies including Global Brand Tracking, Advertising Copy Testing & Creative Development with Fortune 500 clients across Professional Services, Oil & Gas, as well as Finance & Accountancy.
Switching Barriers is a social research consultancy practice. We are keen to become a successful and trusted research partner for the business community. Our primary intent is to use consumer research to help our clients solve commercial problems.
Today, social researchers work across multiple disciplines, such as Psychology, Healthcare, and Behavioral Economics. More recent digital innovations add complexity, particularly relating to ensuring privacy and information security for both subjects and clients.
This complex landscape confronts researchers with differing ethical approaches and conventions that influence research structure and methods.
We comply with the US Health Insurance Portability and Accountability Act (HIPAA) to ensure confidentiality and security of all healthcare-related information. We are also guided by both the UK’s Social Research Association Guidelines and the American Sociological Association Code of Ethics, which help us to make appropriate research decisions. In many respects, all researchers are treading new ground, particularly within digital research domains. Our primary approach to managing these inherent privacy risks is to embed ethical reviews within our project execution processes.
RONNIE RUDDOCK
principal & owner
phone: 888-809-4669
mobile: 201-478-9999
ronnie@switchingbarriers.com
SWBR, 115 W 18th Street, New York, NY 10011