As individuals, we don't operate in a vacuum. Social and contextual influences are paramount to understanding how people relate to their health.
At Kantar Health, we champion the idea of patient centricity in everything we do. However, to fully understand an individual’s behavior, we must also look at their social and cultural influences. We design our research to understand these broader influences, taking into account the social and contextual impact that go into shaping the way people think about their health.
Our latest white paper—“Tap into the Cultural Narrative to Understand the Subliminal Impact on Illness”—details why going inside the mind of the individual only tells part of the story. By embracing the cultural and societal factors surrounding the patients studied, we can form a full picture of the healthcare climate surrounding them.