A week-long patient diary study with nine asthma patients. The most interesting thing that happened was not in the data. It was what the journaling did to the patients.

What EMA is, how it works, and why researchers are using it to understand real behaviour as it happens.

What human-centred healthcare research is, and how mobile ethnography lets researchers gather it at scale.

How surveys miss the real behaviour that decides whether a wellness product becomes a habit, and what in-context research reveals instead.

How video-based qualitative research captures the real-world usage of medical devices, bridging the gap between clinical trials and everyday patient life.

How medications like Ozempic and Mounjaro are reshaping the way people eat, shop, socialise, and see themselves — and why brands need qualitative, in-context research to understand what's really happening.