Generative User Research
Understanding your users at a deeper level is key to designing digital healthcare solutions that truly meet their needs. Generative user research helps uncover motivations, behaviours, and unmet challenges, providing the insights needed to shape innovative, user-centred products and services.
By identifying new opportunities, this research informs strategic decision-making at the earliest stages of digital product development—ensuring your solutions are evidence-based rather than assumption-led.
Strategise: Find new directions and opportunities with generative user research
Generative research provides the foundation for innovation, helping healthcare and pharma teams explore new possibilities before investing in development.
By understanding how patients, HCPs, consumers and other stakeholders engage with digital tools, we reveal insights that guide product direction, service design, and long-term strategy.
What do we mean by generative user research?
Generative user research is an exploratory approach that helps define what should be built rather than testing an existing concept. By investigating experiences, motivations, and pain points, this research identifies unmet user needs and market gaps that digital solutions can address.
When should you use generative user research?
Generative research is most valuable when:
- You need to explore new digital products or services but lack clarity on user needs.
- You want to refine your digital strategy and ensure alignment with real-world behaviours.
- You’re identifying emerging trends and opportunities for future innovation.
- You need to validate early concepts before committing to product development.
Research methods
User Interviews
One-on-one conversations with patients, HCPs, and stakeholders to understand their experiences and shape user-centred solutions.
Field Studies
Observing users in real-world settings to uncover contextual insights to inform design.
Concept Testing
Gathering feedback on early-stage ideas to validate alignment with user expectations and allow us to refine solutions before development.
Diary Studies
Tracking your target users’ experiences over time to reveal patterns, behaviours and challenges.
Exploratory Surveys
Gather insights to uncover user needs, refine assumptions, and guide the project, building a strong foundation for design.
Co-design
Collaborating directly with users to design meaningful digital solutions that reflect real user needs.
