How do you encourage patients to share more about their everyday moments, tensions, emotions and needs? Go mobile in the beginning, have a genuine conversation, and provide a sense of community (through focus groups).
Global leads from a leading pharma visited Singapore to immerse themselves in lives of diabetic patients to build empathy with ethnography and test ideas via client-agency-consumer workshops.
32 Type 1 and 2 Diabetic Patients: Assembled for Insights
- We were surprised to know that patients see market research fieldwork as a therapeutic platform for them to share about their condition with each other in a secure environment
- That our diabetic research participants formed a WhatsApp community to emotionally support each other.
2.5 weeks including recruitment & fieldwork