Myelofibrosis

Our client partnered with us to conduct a research study focused on the treatment of intermediate to high-risk myelofibrosis. The aim was to understand physicians’ attitudes towards product attribute importance, satisfaction with current treatment options, and perceptions of how these products perform across key therapy attributes. M3 recruited 100 oncologists and haematologist-oncologists in Germany and 120 in the United States, all of whom actively treat patients with intermediate to high-risk myelofibrosis. Participants completed an online quantitative survey, which was presented as an opportunity to share how they manage these patients in clinical practice.

To ensure the survey was clear and relevant, M3 conducted six pretest interviews with oncologists, two in Germany and four in the US, to gather feedback and refine the survey before launch.

In addition to recruitment, M3 provided translated materials for both the German pretest interviews and the quantitative survey, conducted link checks for the German survey, and sourced a German-speaking moderator for the pretest interviews.

This project presented several challenges, primarily driven by longer-than-anticipated survey lengths and strict targeting requirements.

LOI
The pretest interviews were initially quoted at 90 minutes but ran closer to 100 minutes in practice. As a result, German respondents requested higher honoraria. M3 covered these increased costs without passing them on to the client. Similarly, the quantitative survey was quoted at 60 minutes but ultimately took respondents 65–70 minutes to complete. Given that a 60-minute survey is already at the upper end of what many respondents are willing to complete, this extended length made recruitment and retention more difficult.

The above-average LOI led to slower recruitment across both the US and German markets, despite healthy incidence rates. To meet sample targets, M3 engaged multiple panel partners in both regions.

Recruiting timing
Fieldwork timelines were also affected. The US and Germany were initially expected to close within 15 business days. While Germany completed within 16 days, the US required 27 business days to close, due in part to LOI and subquota restrictions for the client’s target list.

Respondent satisfaction
The M3 panel gave the survey a satisfaction rating of 37%, falling into the “Acceptable” range on the Net Promoter Score (NPS) scale. Nine panel members unsubscribed during fieldwork, one in Germany and eight in the US.

Off-spec
The project was flagged internally by M3’s quantitative leadership team due to high total partner costs in the US, lower-than-expected gross profit (GP), and the number of unsubscribes. Initially sold at a projected 40.61% GP, the final margin dropped to 21.8%.

Despite the challenges, all quotas were met across both markets. German fieldwork closed within one business day of the original estimate, and US client list completes exceeded expectations. There were no major data quality concerns, and incidence rates remained strong thanks to effective targeting and the timely onboarding of quality partners.

Local knowledge and operational support
To speed up multiple rounds of German translation updates, M3 connected the client directly with the translation vendor. Although the US-based PM did not speak German, they ensured smooth delivery of the German pretest interviews by joining calls for tech checks and managing real-time communication between the client, moderator, and respondents.

Sampling strategy
While incidence rates were slightly below the quoted 60%, they remained strong and in line with M3’s internal benchmarks. M3’s internal panels, expert targeting, and trusted partners enabled the team to meet all quotas, including challenging subquotas for a client-provided US target list. Through coordination with five US panel partners, M3 delivered 65 list completes, more than double the original estimate of 25.

Fieldwork and delivery
Despite the long LOIs and translation revisions, German fieldwork stayed on track through custom recruitment, follow-up with dropouts, incentive adjustments, and support from five DEU panel partners. In both markets, recruitment challenges were met with agility and proactive planning.

“I am pleased to confirm that we have successfully reached the quota for the DE fielding. Thank you for your continued efforts in ensuring that we secured the final respondents on time.

Additionally, a thorough quality check has been conducted, and I’m happy to report that no removals were necessary. You may proceed with closing the field at your convenience.

Thank you once again for your excellent work.”