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A global orthopedics leader wanted to create customer-centric profiles of knee pain sufferers. The focus was to identify pathways to choosing knee braces as part of the pain relief journey to support the client’s internal teams in building awareness with those suffering chronic knee pain and find opportunities to connect with consumers at each touchpoint.

To better understand the knee pain journey, a series of initial in-depth expert interviews were conducted with specialists who treat knee pain (i.e., physicians and physical therapists). W5 then developed a quantitative nationwide online survey with knee pain sufferers to assess triggers and barriers to bracing solutions. This provided context and direction for subsequent qualitative research to inform W5’s development of Personas and journey maps. The final phase consisted of qualitative research with knee pain sufferers to capture human stories of knee pain experiences and explore separate pathways to choosing knee braces.

In-depth interviews yielded creative Personas representing varied consumer experiences with knee pain to evoke empathy and inspire marketing and product development strategies. W5 also developed detailed Consumer Journey Maps that illustrated specific touchpoints, triggers, barriers, unmet needs, and emotional moments that define the knee pain experience. Emphasizing journey touchpoints highlighted where the client can play a role to provide relief unique to the knee pain sufferer.