While I am not denying the need for patient education on disease states, or the need to dig deep beyond the surface to truly understand why someone behaves a certain way, it felt like a good time to pause and ask: Are we putting aside something of great value if we are no longer listening – really listening – to the stories people tell us?
Leveraging Psychological Frameworks in Qualitative Research
Qualitative research is a super-power of sorts. You are granted heightened vision, and can see how a person navigates a condition; where their key needs and tensions live; what they are most and least inspired by; and what truly matters to them.
The Extraordinary Challenges of Living with Metastatic Breast Cancer
Every October, those living or otherwise concerned with Metastatic Breast Cancer (MBC) find themselves in need of pointing out an elephant in the metaphoric pink room, as they deal with challenges well above and beyond the disease. MBC patients have to live with an ongoing struggle not only to beat cancer and its extraordinary burdens, but also to combat a significant social challenge that tends to rob them of their voice and at times even of their basic entitlement to choosing how to react to their suffering.
Arpita Chakrabarti is a Social Scientist and Senior Strategist at Insync, where she utilizes her ten years of experience moderating and conducting ethnographies to further the human-centric understanding of various therapeutic areas and conditions.
Today, she is sharing her experience with ethnographies, the value that they bring to understanding the patient and physician experience, and why a client should consider utilizing ethnographies in their next project.
Sadeq, Senior Social Scientist and Strategy Consultant at Insync.
In the early days of advertising the marketer’s focus was on the What: what is the product? What does the product offer, and what features of the product improve the consumer’s life? The logic was simple – convince your customers that your product will give them superior, new, additional features and improves their life at a lower cost, and they will obviously choose to acquire your product. The earliest advertisements were built around basic information about products, sometimes simply a manufacturer’s or a retailer’s list of products, printed on a plain sheet of paper.