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Bias in Healthcare Market Research: What the World Cup’s Bandwagon Effect Can Teach Us
Over the past month, the World Cup has taken over everyday life. Fans from all over the world have come together to share in a moment that goes well beyond football. Alongside the excitement, something interesting starts to happen. People begin to shift their support. Teams and players they might never have followed before suddenly gain new fans. N...
AI Patient Proxies: The New HCP Mistake
Why do we continue to assume that patients themselves aren’t the best source for understanding the lived experience? ...
Healthcare in the Age of Data Abundance: How Behavioural Science Drives Better Decisions
We live in a world of abundance. Abundance of food, technology, health innovation, content, data and, increasingly, in...
Reflections on ASCO 2026
This year’s ASCO theme focused on The Science and Practice of Translation: Improving Cancer Outcomes Worldwide. At its...
Why UX Research Matters in Healthcare
UX (user experience) research is becoming more important in healthcare as both consumer and clinical technologies expand...
Being Heard Is Not The Same As Being Understood: The Hidden Gaps in Patient Experience
In our recent video piece, Josie shared her experience of navigating a long and uncertain path to diagnosis- one marked...
What Behavioural Science Reveals About Healthcare Decision Making
Planning a holiday should be simple. You pick a destination, book the trip and relax. However, in reality it rarely work...
Father’s Day and Behavioural Science: The “Invisible” Side of Fatherhood
Let’s start with a question: When you think about what a good dad does, what comes to mind? Most people naturally...
Get a Dog and Bark Yourself: Why Patients Are Forced to Advocate for Their Own Care
When Answers Don’t Come We all know the drill when we suspect something might not be quite right with our health. S...
Music and Mental Health: The Science Behind It
Most of us already use music to manage how we feel. We listen to it to calm down, to focus, to feel understood, or to re...
Neurofibromatosis: A Rare Disease More Common Than You Think
Every May, Neurofibromatosis (NF) Awareness Month shines a light on a group of rare genetic conditions that affect thous...