Pharmaceutical companies invest heavily in market research to better understand their target audience and create products that meet their needs. However, gaining deep insights into patients’ lives, emotions, and needs can be challenging. To build empathy and truly understand the lives of diabetic patients, a leading pharma visited Singapore to immerse themselves in the lives of diabetic patients, using ethnography and workshops with clients, agencies, and consumers.
32 Type 1 and 2 Diabetic Patients: Assembled for Insights
The pharma company assembled a diverse group of 32 Type 1 and 2 diabetic patients for in-depth discussions on their condition, lifestyle, and experiences. The discussions were immersive, engaging, and interactive, with participants coming together regularly for several weeks to share their thoughts, feedback, and experiences in a safe and secure environment.
Go Mobile in the Beginning
To encourage patients to share more about their everyday moments, tensions, emotions, and needs, the pharma company went mobile initially. Using mobile devices allowed patients to capture their everyday experiences and share them with the group in real time. This approach helped to create a sense of community and encourage patients to open up and share more.
Have a Genuine Conversation
To truly understand the lives of diabetic patients, the pharma company had a genuine conversation with patients, using open-ended questions to encourage them to share their thoughts and experiences. By listening actively and responding empathetically, the pharma company was able to build trust and create a safe space for patients to share their experiences.
Provide a Sense of Community
In addition to going mobile and having a genuine conversation, the pharma company provided a sense of community for patients. The group formed a WhatsApp community to emotionally support each other, creating a space where patients could share their experiences, ask questions, and receive support from others who understand what they are going through.
Ethnography and Workshops
In addition to assembling a diverse group of patients, the pharma company used ethnography and workshops to gain deeper insights into patients’ lives, emotions, and needs. Ethnography allowed the company to observe patients in their natural environments, gaining insights into their daily routines, habits, and behaviours. Workshops with clients, agencies, and consumers helped to test ideas and gain feedback on potential products and services.
The pharma company completed the comprehensive research process in just 2.5 weeks, including recruitment and fieldwork. This efficient timeline allowed them to quickly deliver valuable insights and actionable recommendations to improve their products and services for diabetic patients.
By immersing themselves in the lives of diabetic patients, using mobile devices, having a genuine conversation, and providing a sense of community, a leading pharma was able to gain deep insights into patients’ lives, emotions, and needs. Ethnography and workshops helped to test ideas and gain feedback on potential products and services. With our insights and recommendations, the pharma company created products and services that meet the needs of diabetic patients, improving their quality of life and overall health.
If you are thinking of conducting market research in Singapore. Please feel free to contact us today or email us at firstname.lastname@example.org