- Background: This leading surgical device manufacturer wanted to optimize the handle & actuation design to offer maximum tactility, usability and satisfaction
for intra-abdominal surgeries.
- Objective: To determine which handle & firing components of 6 device designs
- (4 prototypes + current + competitor) were preferred for ergonomics and intuitive actuation to potentially increase surgical accuracy, support surgeon’s confidence using the instrument, and enable better surgical outcomes for patients.
- Methodology: Individual depth interviews, with quantified attribute ratings across 3 geographically dispersed US markets. In each market, three interviewing sites were set up in local hospitals or hotel conference rooms. In the hands-on interviews, surgeons manipulated each prototype inside a “dummy” abdomen. Several client team members (marketing, engineering, field sales) observed each interview.
- Respondents: Bariatric, Colorectal, General, and Gynecological Surgeons (N = 90).
- Key strategic implications from this research: The most effective design fits comfortably in the hands of female and male surgeons, offers accurate tactility,
and fires intuitively. Beyond its physical attributes, the most successful design inspires great confidence during use and may compel surgeons to request it for their ORs.
- Outcome: The company released the next-generation device incorporating the researchers’ recommendations.
Market Research Consultancy