QUALITATIVE RESEARCH

PSP is a specialized platform for conducting healthcare research. We deliver high-quality, responsive panels to support your market research needs—covering a wide range of healthcare topics and audiences, including physicians, dentists, other doctors, patients, and more, worldwide.

Powered by cutting-edge technology, we help you capture accurate, actionable data efficiently. Our highly targeted digital panel connects you with verified healthcare respondents across regions, giving you reliable access to diverse healthcare professionals and patient groups for global research.

In-Depth Interviews (IDIs)

PSP is an expert in conducting in-depth interviews with healthcare practitioners and caregivers. Our highly skilled in-house moderators conduct interviews either by phone or in-person.

Flexible interview formats: IDIs are conducted either in-person (face-to-face) or remotely (telephone/virtual) based on study needs and respondent availability.
Expert moderation: Sessions are led by trained, in-house moderators with strong experience in healthcare and market research interviewing.
Recorded for accuracy: With appropriate consent, interviews are audio/video recorded to ensure nothing is missed and to support deeper analysis.
Fast access to deliverables: Clients receive quick access to recordings, and we can share transcripts and topline summaries within 48 hours of interview completion.
Proven scale & execution: PSP has delivered 60,000+ IDIs over the last few years across a wide range of healthcare topics and audiences.

Tele-Depth Interviews (TDIs)

It is somewhat similar to IDIs, the only difference is that these are specifically done remotely via phone. At PSP, we understand that sometimes appearing in-person can be challenging and to help our respondents with that, we Perform TDIs under expert moderation. This has gained a lot of popularity in today’s digital world where accessibility is just one-click away. As the world changes and grows, so does PSP.

Web-Assisted Tele-Depth Interviews (WATDIs)

With ever changing research system, not all questions are MCQs or just a simple ‘yes’ or ‘no’. To be able to better capture insightful data, PSP conducts hybrid interviews combining telephone with web support for visual stimulus and screen sharing. This helps us in capturing details wherein the research demands are specific requiring broader insights from the respondent.

Dyads & Triad

As the name suggests, former is an interview specifically conducted between two-respondent and later is an interview conducted between three-respondents, for richer interaction and deeper insight. At PSP, we deploy the data collection method best suited to each study’s requirements, ensuring accuracy and minimizing errors to the greatest extent possible.

Focus Group Discussion (FGDs)

Focus Group Discussions help uncover honest reactions, deeper motivations, and real-world perspectives that are often missed in quantitative research. At PSP, we conduct FGDs with healthcare audiences to generate rich qualitative insights for brand, concept, and patient-care related studies.
Our experienced moderators bring strong healthcare domain knowledge and use a mix of direct and projective techniques to encourage open, meaningful discussions. We also help interpret responses and highlight key themes that matter for decision-making.

FGDs can help you:

Explore perceptions of brands, messages, and concepts
Generate new ideas and solutions
Understand both conscious and underlying drivers of behavior

For in-person sessions, we offer a professional focus group facility across various regions, equipped with a one-way mirror setup for seamless client observation.

Ethnographic Studies

Ethnography is a powerful qualitative research approach that goes beyond traditional surveys and focus groups by studying people in their real-world environments. Instead of relying only on self-reported answers, ethnographic research captures natural behaviors, routines, and unspoken influences that shape decisions.

At PSP, we conduct ethnographic studies to help healthcare and life sciences organizations gain deeper, context-rich insights. Our trained researchers observe and interact with participants in their everyday settings—such as homes, workplaces, clinics, and communities—to uncover authentic attitudes, perceptions, and behaviors.

When to use Ethnography

Ethnography is ideal when you want to:

Understand real-world behavior, not just stated opinions
Explore patient journeys, treatment experiences, or HCP workflows
Identify unmet needs and hidden motivations
Complement survey or interview findings with contextual insights

It can be used as a standalone methodology or alongside other qualitative and quantitative research approaches.

Our Ethnographic Capabilities

Participant observation in natural settings
Onsite, in-depth interviews
Video and audio documentation
Photo and written diaries/journals
Experience and journey mapping

These methods capture real-life experiences through observation, interviews, and documentation.

Central Location Tests (CLTs)

Managed testing in controlled environments—ideal for product testing, taste trials, or sensitive healthcare concept evaluations.

In healthcare research, CLTs are often used to assess packaging, medical devices, communication materials, or treatment concepts.

Discover our tailored fieldwork solutions

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