Haleon: Voltaren caregivers ethnography

Haleon, a pharmaceutical company, commissioned Ipsos to conduct long-form, in-person ethnography with caregivers across the US and UK, and understand how to meaningfully connect with, and serve, this invisible consumer group.


Haleon identified caregivers as an underserved group within the over-the-counter medication category. They often suffer in silence with chronic body pain. They are the archetypal pain sufferers: selfless; motivated; struggling to find time to address their own needs. Put simply, they are the bullseye of the Voltaren pain relief gel target, and a strategy that serves caregivers will serve all would-be Voltaren users. Haleon wanted to understand how to meaningfully connect with, and serve, this invisible consumer group, knowing that an estimated 53 million provide unpaid care in America alone.

Ipsos offered Haleon a tailored immersion into the caregiver...

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