/ Health
Identifying Opportunities for Brand Positioning
The Challenge
A midsize pharmaceutical company was looking to refine their understanding of the insomnia patient and their emotional relationship to prescription treatments—reasons for dissatisfaction, how they express their dissatisfaction, as well as the tipping points that transition patients from OTC to prescription. With the findings, they were aiming to both inform product positioning for patients and to shorten the pathway to prescription consideration.
Path Forward
Egg interacted with insomnia patients through a deeply immersive one-week mobile ethnography, seeking to gain a real-time and comprehensive view of patients’ perspectives and behaviors. To visually illuminate the emotional impact of insomnia, patients completed media-rich collaging and video exercises, which they later unpacked in in-depth virtual triads with Egg moderators, building on what they shared in the mobile ethnography.
Impact
Through our research, we learned insomnia impacts patients’ most fundamental needs. Sufferers long to have control again, to reclaim the identity they’ve lost due to insomnia. We conducted an Insights-to-Action session with a cross-functional team at the company, helping them to activate on our insights and think through product positioning opportunities based on what we’d learned.