How a multi-phase Delphi method research approach reshaped perceptions and unlocked a more credible positioning strategy
Changing stakeholder perceptions requires more than understanding sentiment - it requires a clear, credible positioning strategy built on real-world feedback. Through a three-phase Delphi research programme, we helped our client refine, test and validate communications in a market where healthcare decision-makers were increasingly sceptical and under-informed.
The challenge
Our client needed to reshape their communications in a market where healthcare decision-makers felt unsupported, under-informed, and increasingly sceptical.
Perceptions were driven by a lack of transparency, limited visibility into supply chain actions, and concerns around fairness, making it difficult to build trust or differentiate in a credible way.
The challenge was not just understanding sentiment but developing a positioning that could genuinely shift it.
The solution
To address this challenge, we implemented a 3-phase Delphi research programme, combining depth, iteration, and validation:
Phase 1 (exploration): In-depth interviews to uncover stakeholder frustrations, unmet needs, and perceptions
Phase 2 (refinement): Iterative testing with the same audience to optimise the positioning framework (Premise–Promise–Proof)
Phase 3 (validation): Large-scale quantitative research to test impact, prioritise key messages, and quantify perception change
This structured approach ensured the final messaging was continuously refined based on real feedback, rather than tested in isolation.
The outcomes
By utilising the Delphi method, we delivered a clear, validated path to more effective communication:
Strong positive shift in perception following exposure to the refined positioning
Identification of the most credible and compelling messages, rooted in tangible actions and transparency
A clear framework for optimising message mix, balancing impact without overload
A differentiated narrative centred on accountability, partnership, and customer-centricity
The Delphi approach turned insight into certainty, iteratively refining and validating a positioning that stakeholders didn’t just understand, but believed. This enabled our client to confidently adapt their messaging and genuinely resonate with their audience
Conclusion
By combining exploration, refinement and validation within a structured Delphi framework, we helped our client move beyond assumptions and develop a positioning strategy grounded in stakeholder feedback. Through multiple rounds of testing and optimisation, the research identified the messages most likely to build trust, resonate with healthcare decision-makers and shift perceptions in a meaningful way. The result was a more credible, differentiated communications strategy that our client could implement with confidence.
Looking to better understand stakeholder perceptions, test messaging or strengthen your positioning strategy?