Decision making among people living with Parkinson’s Disease
We had a very meaningful opportunity to partner with UCB Pharma on understanding what drives treatment decisions among Parkinson’s patients. We were mandated by UCB to use Behavioral Science principles to explain treatment related decisions.
Considering the sensitive nature of the audience, we had to develop appropriate market research methods. This was a great case of Client and Consulting company partnership where a lot of stimulu was co-created. The study, covering patients in the U.K, France and the United States threw up powerful findings on the role of subjectivity, goals, preferences and self expertise in decision making.