EDGE OF INSIGHT: SEPTEMBER 2017
The plight of Irritable Bowel Syndrome (IBS) sufferers is a long and arduous one, affecting nearly 15% of the total worldwide population, and costing over $30 billion per year in both direct and indirect costs.
The team at Kantar Health wanted to fully understand the many factors making this silent suffering a repeating pattern from generation to generation.
To capture the full story and truly understand the patient ecosystem, we took a multi-faceted approach combining:
+ In-person interviews using a variety of qualitative techniques
+ Cultural narratives surrounding the condition
+ Blogs that describe very personal frustrations and emotions
+ Candid conversations mined through social media listening
+ Primary and secondary health data
+ Perspectives from an ever-growing pool of patient advocates and influencers
Our research was centered on IBS, but our innovative methodology is foundational and repeatable – to help us mine more patient-centered insights on a variety of health conditions, ailments, or diseases.