Our work centers on listening deeply to social media community discussions to understand patients' experiences, perspectives and paradigms. 

In our research practice, we conduct deep-dive, linguistically informed ethnographies of social media communities - netnographies - to understand how people experience illness, make sense of symptoms, and decide whether help is legitimate. 

We listen across hundreds of conversations to hear the patterns of meaning that shape behavior, identity, and choice. 

This work often reveals what patients have learned to normalize, minimize, or carry alone—and helps organizations communicate in ways that respect dignity, agency, and lived reality.

Finch and the Frog

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