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Conversation Research:
Leveraging the power
of social media Market
Research
For MRS Members Evening
By Robert Dossin, Managing Director, InSites
Consulting London office
Battle of the platforms
Social media mixology
Time to cook up your social media
cocktail.
Based on target group
women.
business.
30+ affluents.
For brand/positioning
Creative Industry.
#inspirational
Service Industry.
#customerexperience
Where is Social Media now?
‘Social
Media?’
‘We gotto do
something’.
‘We’re on
and Twitter’.
‘We have a
strategy’.
2006-’07
‘Pinwhat?
Snapwhat?
Tumbwhat?
Instawhat?’
2008-’09
2010
2011
2012-’13
‘Time for a
strategic
review
2014
The world as it used to be
Research has changed
From asking questions...
...to having a conversation
Conversation research
‘Passive’ Listening Active Listening
Active Passive
Recycle and askRecruitmentGiving backKnowledge
Panel pressureBuilding a community
Only spontaneous feedbackRepresentativenessInformed consent
Giving back
Tapping into ACTIVE online
conversations
Social Media Nethnography
Social MediaDashboards / Monitoring
exploratory for enhanced quality
11EphMRA Conference Masterclass © InSites Consulting 2011
Observational
research
Social media netnography
= research methodology
that makes use of publicly
available user-generated-
content in order to answer a
research question
12
Social Media
Netnography
ANALYSIS
SURVEY/ TOPIC GUIDE DEVELOPMENT
SAMPLINGRESPONDENTS
FRAMEWORKDEVELOPMENT
SAMPLINGUNIVERSE DETECTION
PASSIVE DATA COLLECTION
Traditional research Social media nethnography
TOP-DOWN & BOTTOM-UPCONTENT & TEXT ANALYTICS
ACTIVEDATA COLLECTION
Reversed research process
Social Media
Netnography
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1. Universe detection
Social Media
Netnography
Representativeness
‘It’s the end of the world as we know it’
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Social Media
Netnography
Conversations are the new unit of analysis
Keywords for sampling
Conversations onepilespy
Conversations onEpilepsy brands
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Selecting the right keywords
Social Media
Netnography
Conversations ondoctor
Analysis
Conversations onepilespy
Conversations onEpilepsy brands
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Selecting the right keywords
Social Media
Netnography
Good definition of a universe
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Social Media
Netnography
Google keywords
Thesaurus
Keywords for search engine optimization
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Social Media
Netnography
Sampling is still key
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Social Media
Netnography
Vis
ito
rs
# sources
Small #Large influence
Medium influenceSpecialized in topics
Long tail
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Social Media
Netnography
Vis
ito
rs
# sources
http://www.healthboards.com/
http://www.coping-with-epilepsy.com/http://scott-lwe.blogspot.com/
http://bschool.pepperdine.edu/studentblog/index.php/2010/07/freedom-from-epilepsy-
doesnt-come-free/
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Social Media
Netnography
Profile information on poster / user level
– Internet has no boundaries
– Only information available that is spontaneously shared
– Representativity: what do we know about profile on social media?
Profile information on source level
– Type of social media source
– Meta data
About influentials
– On person level
– On source
About profile information
Social Media
Netnography
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2. Data collection
Social Media
Netnography
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Social Media
Netnography
All doubles, headers & footers eliminated
One post can only appear once!
Data restructuring
= maximum error reduction
Social Media
Netnography
Historical data
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
week 1
week 2
week 3
week 4
week 5
week 6
week 7
week 8
week 9
week 10
week 11
week 12
brand 1 65% 82% 64% 63% 50% 25% 23% 35% 40% 45% 48% 49%
Market 75% 55% 55% 48% 29% 54% 58% 60% 65% 63% 68% 70%
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Social Media
Netnography
Public & fan pages only
Becoming friends
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Social Media
Netnography
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3. Framework development
Social Media
Netnography
Top down analysis
Bottom-up analysis
Two core principles
Social Media
Netnography
Text analytics is the process of
extracting knowledge and
information from text
Stage 1: Extraction of terms
What do I want to use?
Stage 2: Group terms in higher level
concepts or categories
The power of text analytics
Social Media
Netnography
3.Qualitativeanalysis
2.Associativepattern
recognition
1. Descriptivetaxonomydetection
To what extent do we find our research
topics back?
Which terms often co-occur? Which
concept are often mentioned bottom-up?
Analyse original verbatims via qualitative
content analysis
Analysis process
Social Media
Netnography
Sentiment of the
conversationSentiment of a
brand / topic
'I had a terrible day. I used brand x and felt better'
'I had a terrible day. I used brand x and felt better'
Conversation level Sentence level
1 positive – 1 negative 1 positive
Sentiment analysis
Social Media
Netnography
Emo
tio
ns
Excitement
Relaxed
Social
Beauty
Violence
Swear words
Despair
Weak
Loneliness
Elated, Excited, Enthusiastic
Contented, Relaxed, Satisfied
HappinessHappy Joyful
Cheerful SatisfiedProud
Trust, Love, Respect
Beautiful, Admired, Attractive
Aggressive, Abusive, Dominating
Agony, Despair, Ashamed
Tired , Bored, Weak
Lonely, Rejected, Alienated
SurpriseAmazed Surprised
Astonished
FearAfraid NervousTense Worried
Insecure
AngerAngry FuriousMad Irritated
Resentful
SadnessSad DisappointedRegretful Gloomy
Pessimistic
DisgustDisgust Contempt
Nasty
Social Media
Netnography
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4. Analysis
Social Media
Netnography
Methodology
– Different clusters of words in the buzz are found that refer
to different themes
– For each theme, we determine the size of the cluster and
the sentiment of the cluster
Interpretation
– The themes are divided into different quadrants, based
on quartiles in volume and sentimeter.
– The different quadrants thus need to be interpreted in a
relative way, and within a certain language. E.g. themes
in quadrant are relatively more positive than themes in
quadrant but can still have a negative sentiment.
– Meaning of different quadrants
• 1: Act: themes that are often mentioned with a negative
sentiment
• 2: Develop: themes that are often mentioned with a positive
sentiment
• 3: Threats: themes with negative sentiment that are
currently not often mentioned but that are explicitely
negative for certain niches
• 4: Potential: themes with mixed sentiment that are often
mentioned. In the future, we can try to influence the
sentiment of those themes positively
1
2
3
4
Qu
art
ile
1Q
ua
rtile
2 &
3Q
ua
rtile
4
Quartile 1 Quartile 2 & 3 Quartile 4
2
1
Main conversation themes
Social Media
Netnography
Se
nti
me
ter
family
seizures
stakeholders
symptoms
medication brands
medication
epilepsy
diagnosis
types epilepsy
social impactchildren
administration
medication
Success
treatment
(no) control
surgery
side effects
budget
diet
generic medication
Frequency and
duration seizures
Seizure triggers
Medication
unloyalty
Treatment
Specific triggers
knowledgeMolecules
Polytherapy
Alternative
treatment
Other treatments
Volume
Main conversation themes in epilepsy
Social Media
Netnography
21%
15%
9%
9%
7%
7%
6%
6%
6%
6%
5%
4%
4%
4%
3%
3%
3%
1%
sleep issues and fatigue
stress and anxiety
emotional and mood
dizziness
pain
other psychological
other
headache
memory issues
symptoms
cardiovascular
confusion
weight issues
muscles
vision
respiratory
gastro
tumor
What symptoms are most often mentioned in
online conversations?
Social Media
Netnography
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Product evaluation
&
branding
Social Media
Netnography
Share of brands in total amount of
conversations
Total sample
N = 42469
Brands
14%
N = 5836
30%
N = 12754
Pharmaceutical treatment
Total sample
100%
N = 42469
2% (832 conversations)
are about generic
products
Brands for epilepsy
treatment are
mentioned in about
14% of online
conversations
Social Media
Netnography
Applications
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Social Media
Netnography
Typical research questions
Get insights directly from patients based on their spontaneous online discussions
1. Which are the main topics that are discussed by patients and their caregivers?
2. Which language do patients use when talking about these themes?
3. What is the emotionality of the different topics? How can these emotions be explained?
4. What are the main information sources consulted by patients & caregivers?
Increase the effectiveness of the brand plans
1. How big is the buzz about product brands (you and competitors)? How did this change over time?
2. What is the tone of voice of the buzz about product brands ? Which sentiments are used?
3. Is this in line with the desired brand positioning?
Digital strategy Netnography study that results in an integrated communication & conversations
strategy in terms of who to target, with which content, on which platform.
(Reporting will be based on our activation model.)
Consumer insightment Netnography study that results in insights and ideas on
unmet consumer needs, buying decision processes & product category usage.
Campaign evaluation trackerNetnography study that results in an ad-hoc evaluation or tracking of a campaign
Online Brand audit Netnography study that results in a 360° view on your brand
and its main competitors
Product evaluation netnography / trackerNetnography study that results in ad-hoc evaluation or tracking of a product
Other Applications
Business Objectives & Approach
To empower patients and carers to initiate conversations with HCPs, and each other and to raise awareness of the benefits of continuous medication, the research needed to identify what patients discussed, how they discussed it, in what context and what were opportunities for Janssen to start the conversation with patients suffering from Schizophrenia, but also carers and HCPs.
EMEA Schizophrenia 24 x 7
How understanding patients helped Janssen to improve its websiteusing Social Media NetnographyResearch
Outcomes
Healthcare Janssen Pharma – EMEA Schizophrenia 24 x 7
Corinne Pilgrim, EMEA Product Director Psychiatry, Janssen Pharmaceuticals,
• Different landing zones for different patient segments
• In 16 countries/5 languages
• 200K unique visitors• 20% revisit rate
In Summary
………………………………………………………………………………………………….…….
………………………………………………………………………………………………….…….
49
Social media netnography: benefits
Access to highly involved patientand difficult topics
Many conversationsMost on relevant topics
Ideal to explore new TAs/topics
50
Social media netnography: limitations
Less of the uninvolvedpatient
No probing Only what is relevant for them
Internet has no boundaries
Thoughts to hold on to
Have a conversation with your consumers – start with active
listening BEFORE joining
Netnography is a great method to mine user generated content from
YOUR Consumer
Consumers want to be engaged, ‘cause they are engaged.
We should reinvent ourselves, using technology to engage with
them where they are and when they want
Not just send our tradional messages via new channels
But by starting a conversation with them!
www.insites-consulting.com
Thank you! Robert Dossin, Managing Director
@robert_dossin
http://uk.linkedin.com/in/robertdossin
+44 7904 288 898
New York I Timisoara I London I Rotterdam I Ghent
Rosebery Avenue 151 - 4th floor I EC1R 4AB London I United Kingdom
