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A Case Study in Multi-Modal Research 

For many brand teams, the illness narrative insights arising from dialogue research can provide precisely the level of understanding they need to help bridge critical communication gaps. Others, though, will want an even deeper understanding of the illness narrative. While the conversations captured in the physician’s office are critical, still more insight may be gained from an analysis of other conversations:

  • What about the conversations that take place outside the office?
  • What is the illness narrative that emerges from conversations in the home?
  • What is the illness narrative that patients recount to themselves?

All these conversations are important, but none of these conversations may be complete by themselves. Considered together, though, they can provide much deeper insights than any single set of conversations by themselves.

Download our new interactive case study to learn how a global pharmaceutical client succeeded in uncovering breakthrough patient insights by engaging our multi-modal research methodology to:

  • LISTEN: Leverage natural exam-room dialogue to understand how patients characterize their illness to their physicians
  • QUESTION: Conduct follow-up telephone interviews with these same patients to dive deeper into the insights gleaned from the dialogue analysis
  • OBSERVE: Witness patients in their homes through ethnographic observation, to explore how they manage and cope with their illness, and reveal their personal illness narrative

Download case study now by completing the form »


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Gaining a Deeper Understanding of the Illness Narrative