Qualitative patient research to understand how patients suffering from HIV think and feel about using our client’s drug in order to contribute to the development of a new global positioning strategy.
Patients are likely to provide much more candid and illuminating insights of their everyday life if they are given the freedom to record everyday events. For this assignment therefore, patient were provided with the means to record such events and instructed to collect images and photographs representing their thoughts and feelings. This served to illuminate their everyday experiences and emotions and also, engaged them throughout the research process. Following completion of the diary, patients were visited at home, interviewed in-depth and, in the UK only, video-recorded.
This in-depth, sensitive approach was designed not only to elicit feelings and experiences about their illness and our client’s drug, but to develop an understanding of the ‘person’ rather than simply the patient.
By engaging with patients and giving them the time and opportunity to share their own stories – going beyond the structures of ‘traditional’ in-depth discussion – we were able to provide our client with real, personal insight.
Video-clips, photographs (both of the respondent and those selected by the respondent) in addition to handwritten diary entries, formed part of the deliverables. Capturing insight from real human stories held much more relevance and impact for our client and has served to further their understanding of patients’ emotional connection with their product.