Case Study—This case study highlights the value of exploring the reality of having and treating psoriasis. Its aim is uncovering why it is that, despite treatments being available that offer transformative results, people with psoriasis can continue to live in isolation and with feelings of shame. If clear skin alone isn't enough, what is it that can help create a sense of well-being? Even undertaking a piece of work like this represented a significant step forward for the pharmaceutical industry where, historically, investing in this kind of deep patient insight work hasn't been common and where getting buy-in to the outputs is far from certain. How can sight lines be created and developed, particularly from physicians to patients? Explored in this case study are not only the ethnographic and other methodologies used, but also: some of the challenges in bringing together this encompassing piece of work; the strategies and efforts made to ensure that core audiences engaged with the research; how minds were changed inside the client's business, established ways of working challenged to appreciate the value of human-centred insight; and, the real world impact of the work.