Our Philosophy

It is critical that patient research focuses on establishing the emotional, behavioural and environmental factors that impact on behaviour, as well as the rational. To achieve this, we believe it is important to combine different types of patient centric research to provide a wider framework of thinking.

In our view, it is this holistic approach which really uncovers the drivers of patient behaviour and understanding. A specific emotional technique, such as ethnography, is useful on its own for allowing an exploration of a patient’s day-to-day life. However, the real value of this technique is seen when used in combination with other approaches as an inspiration for action and next steps business planning.

At Ipsos Health, we have conducted a number of large scale patient studies which have been publically released, for instance PainStory. You can find more information at www.painstory.org.