Voice of the Customer

The client...

Needed to understand the true nature of the daily life, and suffering, of Osteo Arthritis sufferers with differing severity of symptoms.

What we did was...

Undertake a relatively extended ethnographic study over 2 days (10-12 hours), involving patients across the US and UK, covering a number of different locations, where the Ethnographers immersed themselves in the lives of the respondents - eating with them, shopping, walking the dogs, visiting friends, the dentist and the pain clinic.

The outcome was...

The client was able to challenge many internal and medical preconceptions about how patients perceive and react to their problem. As a consequence, quality of life questionnaires were revised and methodology and end points for clinical trials was reviewed.

Zaicom Research Plus, Fraser House, 14 Carfax, Horsham, West Sussex RH12 1DZ insight@zaicom.com. Zaicom.com is the trading name of Zaicom Research Plus Ltd. Zaicom Research Plus is a limited company registered in England and Wales with company number 4828260. Registered office: St James's House, 8 Overcliffe, Gravesend, Kent DA11 0HJ. VAT registration no: 818283318