Working at Madano, we collaborated with AXON, NATIONAL on a digital ethnographic research project for Merck’s head and neck cancer immunotherapy treatment. I created the AI-driven imagery to help explain patient experiences, which formed the foundation for broader ethnographic studies. Enhanced the team’s proprietary Belief-Based Behaviour (B3) methodology by implementing AI validation for patient segments and developing innovative visual representations of patient archetypes. The project received exceptional client feedback and will inform Merck’s positioning and engagement strategy across markets.