Case Study
Hidden Needs in Asthma for Innovation
As a global leader in asthma, our client had established significant knowledge of their patients over the years.
However, on the cusp of developing a new strategy and pipeline of treatments, they wanted to dig deeper and make sure nothing had been missed.
Although doubtful more could be discovered, they wanted know if asthma patients had any unmet needs and desires that could be addressed?
36 HD interviews were conducted across 6 markets, balanced between asthma patients and healthcare providers.
The interview was designed to identify different moments in patients’ lives which create tension towards asthma and current treatments.
We also directed attention toward deeper desires about life and health, and how a new treatment could fulfil them.
A key attitude was identified which explained a specific reason for low compliance, as well as what to aim for through innovation.
5 needs were identified that were unknown or little known to the client, and which offered significant opportunities for innovation.
The hidden needs were then validated through quantitative research.
Challenge
Approach
Outcome
The project was presented in a poster at The American Thoracic Society 2022 conference by Astra Zeneca in collaboration with Hall & Partners, The Hidden Depth and Draffan Advisory Services.