Editor's note: Kelly Hancock handles communications for the Qualitative Research Consultants Association. Visit www.qrca.org for more information.
For years, the Crohn’s and Colitis Foundation of Canada (CCFC) focused on finding a cure. Education about the diseases and support for people who suffer from them fell into the mix but were overshadowed by fundraising efforts to help fund research. However, with a growing number of patient requests for information and support, the foundation took a broader look at its mission and wanted to identify the biggest patient needs and opportunities for the association to make a difference. The CCFC turned to qualitative researcher Layla Shea, a member of the Qualitative Research Consultants Association (QRCA) and founder of Upwords Marketing Solutions, a Victoria, B.C., research firm, to help identify and understand the greater needs of the patients the foundation serves.
Shea’s study, which won a QRCA Qually Award earlier this year, offered insights that changed the way the organization prioritizes activities and outreach. It helped further the development of the CCFC’s efforts in finding a cure, raising awareness and educating patients, families and health care professionals about Crohn’s and colitis.
Shea’s approach needed to make it easy for Crohn’s and Colitis patients to participate. She chose an online method for two key reasons:
Sensitivity to patient needs. Some Crohn’s and colitis patients find it difficult to be away from home for even a few hours because of the nature of their diseases. Shea also wanted to remove the social pressures that come with discussing such a personal topic in a face-to-face setting.
Geographic reach. The CCFC serves a large geographic area. Conducting online research afforded opportunities to hear from respondents across all of Canada in a single study.
The 10-day study included two activities each day – one...