A pharmaceutical client wanted to explore patients’ views on treatment and the impact of psoriasis on their quality of life – something they hadn’t yet considered in the development of their psoriasis treatment.

What we did:

An ethnographic study of 50 patients with moderate to severe psoriasis was conducted in the US, France, Germany, Italy, Spain, UK, Brazil, and Canada. Ethnographers spent a day with each patient and filmed their behaviours in everyday situations.

Key insight:

Ipsos identified an important underlying theme of shame. Patients tried to hide their psoriasis from others, for example, by wearing long-sleeved clothing and keeping quiet about their condition. Psoriasis had a huge impact on their psychology and wellbeing. For women, in particular, psoriasis was a threat to their identity and femininity.


This ethnographic study vividly depicted the unarticulated and emotional impact of psoriasis on the everyday lives of patients. The project sparked a culture change within the client’s organisation, putting patient experience at the heart of product development and communications strategies. The client subsequently commissioned further large-scale research projects to better understand patient experience of psoriatic arthritis and asthma.

Ipsos ECE: PsO Global Overview

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