Design Thinking Day

Join us September 22, 2021 for a full day of Market Research exploration!


It is said that design is too big and important an idea to be left to designers. We couldn’t agree more.

At KMK, design thinking is hard-wired into the DNA of our market research practice.  It fuels the innovative research methods we develop and drives the brand and business building insights we deliver to our clients.   And it has sparked the interest  and imagination of many of our clients.  So many, in fact, that we’ve decided to organize KMK’s first Design Thinking for Healthcare Market Research Day, a  virtual conference dedicated to education on the practical application of design to market research.

Save your spot! Register now:

STARTS SEPTEMBER 22, 2021 @ 9:30 AM

In this conference, we’ll introduce you to the many ways in which design thinking, both as a philosophy and a process, can help you develop a deeper understanding of patients and physicians, harness the power of interdisciplinary perspectives, bridge the gap between insights and action, and ultimately craft patient/customer centric commercial strategies. You’ll leave with an appreciation for the power of design thinking, a handful of case studies, and a toolbox of practical techniques to help you on your own design thinking journey.

Award-winning educational designer, author, and proven innovation leader. Promotes interprofessional collaboration to support and drive simulation and game-based technology solutions for education.

Demonstrated expertise in the areas of curriculum design, implementation, evaluation, and research for emerging and innovative technology including game and mobile-based teaching & learning, and VR/AR/XR for the health professions, public safety, and professional education.

The program will be targeted at market research and marketing professionals in biopharma, medical devices and healthcare providers

Part 1

9:30 AM to 12:30 PM

Welcome and Conference Objectives

Greg Chu, KMK Consulting | 9:30 – 9:45 AM ET
  • Welcome to the day and introductions to the KMK team.
  • Overview of what the agenda will look like for the rest of the day.

What is Design Thinking?

Greg Chu, KMK Consulting | 9:45 – 10:30 AM ET
  • An overview of design thinking – definition and history
  • Discussion on the disciplined approach to creative problem solving and innovation

Keynote Speaker

Greg Chu, KMK Consulting and Eric Bauman, University of Wisconsin | 10:30 – 11:00 AM ET
  • Greg will introduce Dr. Eric Bauman who is an award-winning educational designer, author, and proven innovation leader.
  • Discussion will explore how game design can help us better design patient-physician relationships and interactions

Design-thinking applied: Developing Empathy to Deepening Understanding

Lisa Logan, KMK Consulting | 11:00 – 11:30 AM ET
  • “Empathy” is the starting point for both design thinking and market research
  • During this session we will discuss how to get to the “heart” of your research through empathy-led research approaches

Design-thinking theory: Design Thinking and the Decision Journey

Greg Chu, KMK Consulting | 11:30 AM – 12:15 PM ET
  • Bringing together behavioral science and design thinking to explore the wheel of mental models, providing insight into affordances and nudges that shape the decision journey

Lunch Break

12:15 – 1:00 PM ET

Part 2

1:00 - 4:15 PM ET

Design-thinking theory: Eliciting Mental Models

Greg Chu, KMK Consulting | 1:00 – 1:30 PM ET
  • Better understanding your target customer through a simple exercise which explores how the view that the world works
  • Better known as the “how to make toast” exercise

Design-thinking applied: The Cognitive Interview

Zarif Islam, KMK Consulting | 1:30 – 2:00 PM ET
  • Enabling a better understanding of the people you’re designing for by gaining more realistic responses in interviewing / moderation
  • Utilizing the present tense to understand the past experience

Design-thinking applied: Design Thinking and Communications Development

Lisa Logan, KMK Consulting | 2:00 – 2:30 PM ET
  • Exploring best practice for the development of branded and unbranded communications
    • Utilizing iteration and divergent / convergent thinking to optimize comms

Afternoon Break

2:30 – 2:45 PM ET

Participatory Exercise:

Greg Chu, Lisa Logan, Zarif Islam, all attendees | 2:45 – 3:15 PM ET

Panel Discussion

Greg Chu, KMK Consulting and 4 other panelist | 3:15 – 4:00 PM ET
  • How practitioners utilize respondent insights to drive better design
  • Exploring how important it is to understand the people you are designing for

Conference Wrap Up

Greg Chu, KMK Consulting | 4:00 – 4:15 PM ET
  • Closing remarks, Puzzle responses, Winner of raffle + prizes