Case Study: Kaiser Permanente achieves deeper member insight with Indeemo virtual ethnography

Kaiser Permanente makes virtual ethnography indispensable over 3 years with Indeemo

Kaiser Permanente Southern California's Health Innovation team faced the challenge of understanding its members' real-life contexts when the pandemic accelerated a shift to digital care. Traditional research methods like focus groups failed to capture the dynamics of multi-generational households and home environments. To design effective virtual care, the team needed a way to observe these private settings without being physically present, requiring a platform that prioritized privacy. They turned to the vendor Indeemo to implement a solution.

Using Indeemo's virtual ethnography platform, the team conducted privacy-first, mobile-led research, allowing members to share in-the-moment video, photo, and text insights from their homes. This approach provided unfiltered context about household dynamics and device usage. As a result, virtual ethnography became an indispensable part of the team's toolkit, leading to smarter design decisions for digital care, giving quieter voices a platform to be heard, and providing a strong evidence base of human stories to complement quantitative data for stakeholders.

Kaiser Permanente