Agency: Ipsos MORI UK
From our research with patients, we've become very familiar with unique vocabulary that can be used to describe a range of symptoms, including pain. But measuring something unique to each individual and invisible to the naked eye brings its own set of challenges when trying to help pharmaceutical clients better understand different groups of patients and their needs.
Trying to quantify pain on a scale can exclude how it might affect someone emotionally and the impact it has on their life. Using qualitative research techniques, therefore, plays an important role in enabling patients to translate both the physical sensations of their pain and emotional needs into actionable insights for clients so that they can provide the most effective solutions.