A Finite Universe: Interviewing One in Eight of Australia's Vascular Surgeons
With just 190 vascular surgeons and trainees nationwide, there was no panel to fall back on – every interview had to count.
A medical device company wanted a baseline of brand perception among vascular surgeons in Australia, with a focus on how views differed between early-career and established surgeons.
The client had identified and segmented the full population: 190 vascular surgeons and trainees. That small, defined universe called for a custom recruit and in-depth interviews rather than a survey.
The sample targeted a roughly even split between career stages:
· Early career: 4 trainees (10% of 41) and 8 surgeons under 10 years qualified (17% of 48)
· Established: 9 senior surgeons (10% of 91) and 5 key opinion leaders (50% of 10)
Each took part in a 60-minute telephone interview. Interviews were blinded: the sponsor was not disclosed, and feedback was kept anonymous.
In total, 26 interviews were completed. One extra key opinion leader interview replaced an interview where the data was incomplete, so the analyzed sample was 25.
Quality control mattered as much as reach. With so few eligible physicians, replacing a weak interview rather than accepting it kept each segment's data usable.
The study covered brand perceptions, clinical support, information channels and educational needs. Because the recruit was built segment by segment, the client could compare early-career and established surgeons directly and use the results as a baseline for future campaigns.
