NEWS29 April 2013
UK — Ipsos Healthcare has launched Ipsos Healthcare SEES (Syndicated Expert Ethnographic Studies) to examine the day-to-day challenges of living with a chronic disease.
The studies will start with Psoriatic Arthritis and look at patient perspective on the quality of life, medication, and pathway to diagnosis, and aims to help pharmaceutical and biotech companies identify wider patient-level and market opportunities.
Initially available in the UK, France, Italy, Spain and the US, they will be delivered in collaboration between the disease experts from Ipsos Healthcare’s Global Therapy Monitors teams, and the anthropologically trained researchers from Ipsos’ Ethnography Centre of Excellence.
Victoria Guyatt, deputy head of Ethnography at the qualitative research arm Ipsos UU said: “Ultimately, ethnography has the power to change the way the pharma / biotech industry views patients, putting them at the centre of decision-making.”