• Victoria Guyatt
  • Victoria Guyatt

Victoria Guyatt

Victoria is the Head of Healthcare Ethnography for Ipsos in North America. Vic has been with Ipsos for over 12 years and is a founding member of Ipsos’ award-winning Ethnography Centre of Excellence. Vic specializes in patient ethnography and in-clinic observation of health care providers and patients and regularly publishes and presents for industry bodies such as eyeforpharma, EphMRA and the Market Research Society. With an extensive understanding of the intricacies of compliance and regulation, alongside an award-winning track record working with clients in the U.K., Europe and the U.S., Vic is a trusted partner for a wide variety of healthcare ethnography and observation needs.


Areas of Expertise

Ethnography Qualitative Research
Patient support services Research Design
Customer Insight GDPR and Patients
Consumer Behavior


Industry Experience

Healthcare Ethnography
Patients HCP Observation
Auto-immune conditions Respiratory Conditions



Children First: Lessons from paediatric research, June 2018, Ipsos Mori

Adhering to Adherence, January 2018, Ipsos

Understanding the Physical and Psychological Impact, December 2017, European Respiratory Journal

Patients Should be at the Heart of Decision Making, August 2015,  BHBIA Journal



ConferenceInsider interviews Victoria Guyatt at eyeforpharma, Philadelphia 2018

Global Trends and Patient Insights, Personal Connected Health Alliance Conference 2018



EphMRA Award for Excellence in Fieldwork 2018

The John Wheeler Award for Best Syndicate Session at the BHBIA Conference 2015

Market Research Society Award Grand Prix 2014

Market Research Society Award Healthcare 2014

Best Newcomer – Market Research Society Awards 2012



Aurora Project



University of Canterbury
Masters, Human Geography

State University of New York College at Geneseo
B.S., Geography

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