 |
 |
 |
|
 |
|
 |
|
 |
|
 |
|
 |
|
 |
 |
 |
 |
|
 |
|
 |
 |
|
|
Clients : Bristol-Myers Squibb
Getting Closer: Understanding People Living with HIV In an effort to improve its outreach and product offerings to HIV patients, the Virology division of Bristol-Myers Squibb wanted to better understand the reality of day-to-day living with HIV. To best understand this experience, Context anthropologists met with people living with HIV throughout the United States. The study participants were diverse in terms of gender, ethnicity, sexual orientation, length of time with HIV and mode of infection. The anthropologists conducted an in-depth, in-home interview with each participant, and completed an inventory of their treatments (both traditional and non-traditional), and completed an emotional landscape diary and photo journal chronicling the daily experience of living with HIV. These methods were complemented by relational trail interviews – a close friend or family member of each participant was also interviewed, adding an outside perspective on the participant's experience living with HIV. In an effort to truly get close to the experience, several Bristol-Myers Squibb employees “went into the field” during this study, accompanying the researchers on visits to their participants. In addition, this study was video documented and summarized in a 20-minute video. Watching this video gives Bristol-Myers Squibb employees the opportunity to learn about their customers' experience straight from the customers themselves. In addition to providing BMS employees with a new perspective for their work, insights gleaned from this study have directly influenced grassroots outreach and marketing efforts, sales force training programs and new product development. |
|
About Context Consumer Insights Context Consumer Insights provides a lens into consumer behavior based on our ethnographic research. This year, we cover the Grounded Consumer. We will identify key pieces that comprise this insight, illustrate examples from the marketplace and offer recommendations on what to do with this information from a marketing and product development standpoint. Sign up here to get notified when new information is available. |
Get Updates Sign up to receive email notifications when new information is available. |
| Copyright © 1999-2010
CONTEXT-BASED RESEARCH GROUP All material used herein cannot be used unless expressed permission granted by CONTEXT. Privacy Statement |
|