Understand needs
Identify unmet needs, attitudes, behaviors, motivations, and lived experiences.
Patient Research
Patient & Caregiver Research
Understand what patients and caregivers need at each step, who does the work of care, and where information or access breaks down. Turn those findings into a clearer product, service, or communication brief.
What it is for
Human evidence for patient-centered decisions.
Map the journey
Understand access, treatment, support, information, and care decisions across the journey.
Improve ideas
Test concepts and messages with the people who will use, receive, or support them.
Research areas
Focused around the question your team needs to answer.
Needs and Behaviors
Needs, beliefs, attitudes, routines, information sources, and behavioral drivers.
Patient Journeys
Map the steps people describe, the decisions they face, the channels they use, and the handoffs that are difficult. Patient and caregiver tracks can be separated so responsibility and support needs remain visible.
Barriers and Access
Explore the practical, emotional, organizational, and financial obstacles behind a decision. Distinguish a lack of information from difficulty finding support or getting through the next step.
Patient Personas
Evidence-based patient profiles connecting needs, behaviors, barriers, motivations, and healthcare decisions.
Caregiver Personas
Profiles describing caregiver roles, responsibilities, information needs, pressures, and influence on care decisions.
Concept and Message Testing
Relevance, clarity, credibility, differentiation, comprehension, and intended response.
Patient Profiling
Profiles that connect lived experience, behaviors, needs, and strategic implications.
Participants and methods
Research grounded in lived experience.
We recruit the people closest to the decision, including patients, caregivers, and family members.
Participants
- Patients and caregivers
- Family members and care partners
- People managing chronic conditions
- People considering a treatment or product
- Newly diagnosed or recently treated patients
Methods
- In-depth interviews
- Dyads, triads, and focus groups
- Online communities and diary studies
- Ethnography and contextual research
- Digital ethnography and netnography
- Journey and critical-incident interviews
Applied patient and caregiver research
See the journey, not just the condition.
Explore how historical online research and market evidence revealed different information needs, support gaps, and product decisions.
Digital ethnography · Patient and caregiver journey
Alzheimer's: from first concerns to daily care.
Map how families seek assessment, reorganize responsibilities, manage day-to-day care, and consider additional support. The case separates caregiver work from the patient experience described in online accounts.
Explore the Alzheimer's journey →Women's health · Market and audience evidence
PCOS supplement positioning.
Connect competitor claims, search behavior, public audience signals, patient profiles, and product reviews to identify information gaps and a credible position for a new inositol supplement.
Explore the PCOS case →Research scope
Choose the evidence that fits the decision.
How do patient and caregiver journeys differ?
A patient journey describes the person's experience of care. A caregiver journey can include finding information, arranging appointments, coordinating family responsibilities, and seeking support. We keep those perspectives distinct and connect them where the decision requires it.
When is digital ethnography useful?
It can reveal the language people use, recurring questions, and the context of online conversations. It is useful for discovery and shaping a research brief. It does not establish population prevalence or replace interviews when the question requires direct exploration with patients and caregivers.
How are sensitive experiences handled?
Recruitment, consent, recording permissions, confidentiality, and reporting are agreed during scoping. Online material requires its own assessment of access, context, and identification risk. Portfolio examples use aggregated findings without identifiable participant posts. Do not submit patient-identifiable information through the quote form.
Get a quote
What do you need to understand?
Share the decision, audience, timeline, and evidence you already have. We will propose a focused scope.