Shift learning

Market research for the Education sector

European Society of Cardiology | Field research

The Brief

The ESC represents 68,000 cardiology professionals and runs the largest Cardiology congress in the world, with over 35000 delegates attending from 112 countries worldwide. With CME requirements and funding regulations all changing the way in which medical professionals engage with their professional societies, the ESC wanted to ensure that they were well placed to meet the needs of their members and delegates by better understanding their drivers to attend and satisfaction with the event.

Our approach and methodology

For the last 3 years we have run this significant piece of field research with the ESC at its congress in Paris, Munich and Amsterdam. These intense fieldwork projects have involved:

  • A statistically significant response rate across 5 key territories. We have interviewed over 2000 delegates to the ESC congress each year. This means we have interviewed a total of 6450 cardiology professionals.
  • A longitudinal study with key questions benchmarked in order to allow for year-on-year comparisons.
  • 17 field researchers attending the event; many of whom were able to complete interviews in multiple languages.
  • Surveys completed on paper to allow for additional qualitative data to be taken at the point of interview. This flexibility ensured that we were always able to capture and reflect key issues for respondents that may not have been foreseen or present at the previous years event.
  • The hand-coding of over 2000 literal responses to provide hard data for open areas of questioning.

Delivering results and value to our client

The Shift Learning team brought critical market research and educational publishing experience to the ESC, involving:

  • One full and one summary report which cross-tabulates the findings by key variables and audience demographics
  • All findings benchmarked against previous years study, with key trends and changes highlighted
  • Actionable recommendations on service and future strategic directions
  • A full, face-to-face, presentation of research findings to senior executives
  • Key audience profile reports, a summarised executive report and smaller reports designed for individual working groups
  • Full cross-tabulated data sets provided in SNAP eViewer

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