Ethnographic research of premium healthcare services

We have prepared and conducted an ethnographic research in Moscow commissioned by a large multinational brand. During the project we studied people’s perception of premium healthcare solutions, their current practices related to healthcare and wellbeing, and their attitude to the possible future solutions. In addition to the rich research dataset we have also prepared a specific cultural ‘backgrounder’ illustrating the most recent developments in the domain of healthcare, and their interrelations with other cultural practices.

The results of the study were then also translated into a set of informative and inspiring personas.