Ipsos MORI & Amgen: Cultures of secrecy and hiding: A global syndicated ethnographic investigation into patients living with Psoriasis
Victoria Guyatt, Paul O'Meara and Tane OlsenIpsos MORI and Amgen
Summary:
The scale and in-depth ethnographic nature of this study makes it unique as Psoriasis (PsO) patients are well known to be difficult to engage, often due to the embarrassing visual nature of their symptoms. This project was innovative as it was syndicated, ensuring efficiencies were gained across clients with this hard to reach audience.
The difficulties with PsO patients were reflected in the difficulty we had undertaking this research....