Past Projects

IVF project

This project acquainted a large pharmaceutical company
with the needs of their IVF users.

Challenge & Goal

A large pharmaceutical company that makes fertility drugs and equipment wanted to consider the possibility of creating more patient-centric products and services.

Approach & process

An international team of ethnographers studied 30 women in three countries. In the US we studied three markets: New York, Chicago, and Los Angeles. We did in-home interviews, gave them journals and photo/video diaries to keep during the course of their treatment, and followed up with them at the end.

Key insights and impact

IVF treatment is medicalized and isolating, like an illness or injury. Women and partners going through IVF crave knowledge, agency, and connection throughout the IVF journey, which can feel long and lonely. Pharmaceutical companies could partner with others to provide services that demystify the process and support their patients.

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