Patient ethnography to evaluate the packaging of a biosimilar in Rheumatoid Arthritis
The challenge
Visualise and understand current storage arrangements
Gauge customer feedback on existing packaging and several packaging prototypes
Identify preferred packaging design and any areas for improvement
The approach
Pre-tasks: photos of current storage, short self-completion questionnaire
Face-to-face, in-depth interviews with patients and nurses in 3 EU countries
Purdie Pascoe directors moderated in the UK
Experienced local moderators briefed and observed by Purdie Pascoe directors
Purdie Pascoe value added
Prior knowledge and experience of biologics
Extensive experience in user-evaluation studies
Developed close working relationship with a large multi-national client team
Strong moderation both in-house and through local network
Business Impact
“This research enabled us to make an informed decision about which packaging design to pursue and how it should be modified to meet our customer needs better. Great work!”
Senior Manager, Market Research
