Interviewing people living with cancer is a deeply insightful yet unpredictable process. While researchers, healthcare professionals, and pharmaceutical companies often enter these conversations with specific objectives, the reality is that discussions may not always unfold as planned. Despite this, every conversation holds value, offering unique perspectives and lessons that contribute to a broader understanding of the cancer experience. Recognizing and embracing this unpredictability can lead to more meaningful insights and improved patient-centered approaches.
- Managing Expectations vs. Reality
It is natural to enter an interview with expectations about the type of information that will emerge. However, people living with cancer may:
- Offer responses that differ from anticipated themes
- Struggle to articulate their experiences in a structured way
- Focus more on emotional aspects rather than clinical or treatment-related insights
- Not always understand the technical aspects of their disease (what biomarkers they have, what type of lung cancer, etc.)
Rather than seeing these deviations as obstacles, interviewers should appreciate them as opportunities to uncover unexpected but valuable insights.
- The Power of Unscripted Insights
Some of the most profound learnings emerge when conversations take an unexpected turn. When people living with cancer share personal anecdotes, daily struggles, or moments of hope, they provide a deeper understanding of the lived experience of cancer. These spontaneous insights can reveal:
- The real-world impact of side effects beyond clinical data
- Emotional and psychological hurdles that influence adherence and treatment decisions
- The importance of non-medical support systems in patient care
- Listening Beyond the Script
Rigidly sticking to a predefined set of questions can limit the richness of an interview. Instead, allowing for flexibility enables moderators to:
- Follow up on unexpected but valuable points raised by the person
- Adapt the conversation based on comfort and energy levels
- Explore aspects of the cancer journey that may have been overlooked in the initial framework
By actively listening and adapting, interviewers can capture a fuller, more nuanced picture of the cancer experience. This is our expertise at Egeria Insights—we actively and adaptively listen to our respondents.
- Recognizing Emotional Variability
People living with cancer may be in different emotional states at the time of the interview. While some may openly share their experiences, others may be more reserved or even resistant. This variability means that:
- Most people want to tell the story that they consider valuable and emotional
- Some interviews may be brief but still contain critical insights
- Not every interview will yield immediately usable data, but all contribute to a greater understanding over time
Interviewing people living with cancer is rarely a predictable process, but every conversation has value. Even when discussions don’t align with expectations, they provide unique insights that contribute to a more comprehensive understanding of the cancer journey. By embracing flexibility, actively listening, and valuing even the smallest details, interviewers can uncover powerful learnings that enhance research, healthcare strategies, and patient advocacy efforts.
