Our Work

Imagining Imaging

As a global leader in the field of surgical systems our client wanted to investigate the potential for a new kind of medical device for imaging.

Giving surgeons the ability to objectively assess tissue viability, this innovative medical device had the potential to significantly improve efficiency and surgical outcomes. CMR was commissioned to assess clinical need and likely acceptance amongst the key target audience.

With the ultimate aim of guiding the client’s investment decision making process, CMR’s role was to assess initial reactions, likely applications, willingness to adopt and the most appropriate product design.

We came up with a methodology that gave the client a real sense of direction. CMR used an in-depth qualitative approach to present the concept to a wide range of US based surgeons. Through one-to-one interviews we encouraged blue sky thinking amongst participants, getting them to really visualise what the product could look like and where it might be applied. Using creative projective techniques, specifically asking surgeons to sketch out their thoughts, we were able to build a picture of what worked best in the eyes of the potential target audience.

Lucy Little Research Manager

Results for this project

CMR’s client was given a clear understanding of the potential for the product and how its idea could be progressed. We worked with our design partner to create a vision of the most appropriate design and outlined critical requirements. The client gained insight into the areas of greatest market potential and the must-have attributes required from the product.

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