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Decoding the patient journey with social insights
Social insights have become a critical component of understanding patients, HCPs, and caregivers – and a key input into developing products and services that meet their needs.
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New families: Priorities and spending
A change in lifestages prompts a change in product and brand choice. But what does this looks like amongst the aspiring middle class?
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Social capital
Social capital is made up of a web of social relations that allow us to thrive – or cause us to struggle when absent. Social capital is what generates social cohesion and connectedness, and it is created through reciprocity, trust, and cooperation between and amongst individuals who make up a social unit. Access to social capital is a determinant of well-being in society.
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Materiality
Our abilities to express ourselves are intrinsically linked to our relationship with objects and things, which become symbolic of our relationships with other people and our place in society. Objects make up our living environment which in turn guides and shapes our behaviour. Materiality is a recognition of the value inherent in an object or brand; ownership infers symbolic value upon the person.
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Exoticism
Exoticism is sometimes seen as the charm of the unfamiliar or the creation of an exciting, inaccessible “other”. It is often used to sensationalise cultural difference, presenting these desirable “others” – be they people, places or products - as a unified entity with attributes and ways completely different to one’s own.
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Cultural Tensions
A key aspect for developing brand understanding is to identify where the cultural tensions might lie.
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Mapping Cultural Change
The cultural landscape is always shifting, adapting and transforming, sometimes imperceptibly.