Conversation Research: Leveraging the power of social media market research by Robert Dossin, presented at the MRS Member Evening on February 10, 2014 in London (UK).

1. Conversation Research:
Leveraging the power
of social media Market
Research
For MRS Members Evening
By
Robert Dossin, Managing Director, InSites
Consulting London office

2. Battle of the platforms

3. Social media mixology
Time to cook up your social media
cocktail.

4. Based on target group
women.
business.
30+ affluents.

5. For brand/positioning
Creative Industry.
Service Industry.
#inspirational
#customerexperience

6. Where is Social Media now?
‘Pinwhat?
Snapwhat?
Tumbwhat?
Instawhat?’
‘We’re on
Facebook
and Twitter’.
‘Social
Media?’
2006-’07
2010
2012-’13
2008-’09
2011
2014
‘We gotto do
something’.
‘We have a
strategy’.
‘Time for a
strategic
review

7. The world as it used to be

8. Research has changed
From asking questions...
...to having a conversation

9. Conversation research
‘Passive’ Listening
Active Listening

10. Passive
Active
Only spontaneous feedback
Representativeness
Informed consent
Giving back
Panel pressure
Building a community
Recycle and ask
Recruitment
Giving back
Knowledge

11. Tapping into ACTIVE online
conversations
Social Media
Nethnography
Social Media
Dashboards / Monitoring
exploratory for
enhanced quality
Observational
research
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12. Social media netnography
= research methodology
that makes use of publicly
available user-generatedcontent in order to answer a
research question
Social Media
Netnography
12

13. Reversed research process
Traditional research
SURVEY/ TOPIC GUIDE
DEVELOPMENT
SAMPLING
RESPONDENTS
ACTIVE
DATA COLLECTION
ANALYSIS
Social media nethnography
SAMPLING
UNIVERSE DETECTION
PASSIVE
DATA COLLECTION
FRAMEWORK
DEVELOPMENT
TOP-DOWN & BOTTOM-UP
CONTENT & TEXT ANALYTICS
Social Media
Netnography

14. 1. Universe detection
Social Media
Netnography
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15. Representativeness
‘It’s the end of the world as we know it’
Social Media
Netnography
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16. Conversations are the new unit of analysis

17. Selecting the right keywords
Keywords for
sampling
Conversations on
epilespy
Conversations on
Epilepsy brands
Social Media
Netnography
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18. Selecting the right keywords
Conversations on
epilespy
Conversations on
Epilepsy brands
Analysis
Conversations on
doctor
Social Media
Netnography
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19. Good definition of a
universe
Social Media
Netnography
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20. Google keywords
Thesaurus
Keywords for search engine optimization
Social Media
Netnography
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21. Sampling is still key
Social Media
Netnography
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22. Visitors
Small #
Large influence
Medium influence
Specialized in topics
Long tail
# sources
Social Media
Netnography
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23. Visitors
http://www.healthboards.com/
http://www.coping-with-epilepsy.com/
http://scott-lwe.blogspot.com/
http://bschool.pepperdine.ed
u/studentblog/index.php/201
0/07/freedom-from-epilepsydoesnt-come-free/
# sources
Social Media
Netnography
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24. About profile information

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
Social Media
Netnography

25. 2. Data collection
Social Media
Netnography
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26. Social Media
Netnography
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27. All doubles, headers & footers eliminated
One post can only appear once!
Data restructuring
= maximum error reduction
Social Media
Netnography

28. Historical data
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
week week week week week week week week week week week week
1
2
3
4
5
6
7
8
9
10
11
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%
Social Media
Netnography
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29. Public & fan pages only
Becoming friends
Social Media
Netnography
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30. 3. Framework development
Social Media
30
Netnography
EphMRA Conference Masterclass © InSites Consulting 2011

31. Two core principles
Top down
analysis
Bottom-up
analysis
Social Media
Netnography

32. The power of text analytics
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
Social Media
Netnography

33. Analysis process
3.Qualitative
analysis
2.Associative
pattern
recognition
Analyse original verbatims via qualitative
content analysis
Which terms often co-occur? Which
concept are often mentioned bottomup?
1. Descriptive
taxonomy
detection
To what extent do we find our research
topics back?
Social Media
Netnography

34. Sentiment analysis
Sentiment of the
Sentiment of a
conversation
brand / topic
Conversation level
Sentence level
'I had a terrible day. I used
brand x and felt better'
1 positive – 1 negative
'I had a terrible day. I used
brand x and felt better'
1 positive
Social Media
Netnography

35. Happiness
Joyful
Satisfied
Elated, Excited, Enthusiastic
Relaxed
Contented, Relaxed, Satisfied
Social
Happy
Cheerful
Excitement
Trust, Love, Respect
Beauty
Beautiful, Admired, Attractive
Emotions
Proud
Surprise
Amazed
Surprised
Astonished
Fear
Afraid
Tense
Nervous
Worried
Insecure
Anger
Angry
Mad
Furious
Irritated
Resentful
Sadness
Sad
Disappointed
Regretful
Gloomy
Pessimistic
Violence
Aggressive, Abusive, Dominating
Swear words
Despair
Agony, Despair, Ashamed
Weak
Tired , Bored, Weak
Loneliness
Lonely, Rejected, Alienated
Disgust
Disgust
Contempt
Nasty
Social Media
Netnography

36. 4. Analysis
Social Media
Netnography
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37. Main conversation themes
Quartile 2 & 3
– 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
Quartile 4
2
– 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 2 are relatively more positive than themes in
quadrant 1 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
Quartile 2 & 3
 Interpretation
4
3
Quartile 4
Quartile 1
1
Social Media
Netnography
Quartile 1
 Methodology

38. Sentimeter
Main conversation themes in epilepsy
diet
surgery
family
social impact
children
Polytherapy
Success
treatment
diagnosis
Treatment
(no) control
Other treatments
Molecules
budget
knowledge
epilepsy
seizures
stakeholders
medication brands
Medication
unloyalty
Frequency and
duration seizures
Specific triggers
Alternative
treatment
medication
types epilepsy
symptoms
administration
medication
side effects
generic medication
Seizure triggers
Volume
Social Media
Netnography

39. What symptoms are most often mentioned in
online conversations?
sleep issues and fatigue
21%
stress and anxiety
15%
emotional and mood
9%
dizziness
9%
pain
7%
other psychological
7%
other
6%
headache
6%
memory issues
6%
symptoms
6%
cardiovascular
5%
confusion
4%
weight issues
4%
muscles
4%
vision
3%
respiratory
3%
gastro
3%
tumor
1%
Social Media
Netnography

40. Product evaluation
&
branding
Social Media
Netnography
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41. Share of brands in total amount of
conversations
Total sample
N = 42469
Brands for epilepsy
treatment are
mentioned in about
14% of online
conversations
Total sample
100%
N = 42469
30%
N = 12754
Pharmaceutical treatment
Brands
14%
N = 5836
2% (832 conversations)
are about generic
products
Social Media
Netnography

42. Applications
Social Media
Netnography
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43. 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?

44. Other Applications
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 tracker
Netnography 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 / tracker
Netnography study that results in ad-hoc evaluation or tracking of a product

45. 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.

46. EMEA Schizophrenia 24 x 7

47. Healthcare Janssen Pharma – EMEA Schizophrenia 24 x 7
How understanding patients helped
Janssen to improve its website
using Social Media Netnography
Research
Outcomes
• Different landing zones
for different patient
segments
• In 16 countries/5
languages
• 200K unique visitors
• 20% revisit rate
Corinne Pilgrim, EMEA Product Director Psychiatry,
Janssen Pharmaceuticals,

48. ………………………………………………………………………………………………….…….
In Summary
………………………………………………………………………………………………….…….

49. Social media netnography: benefits
Access to highly involved patient
and difficult topics
Many conversations
Most on relevant topics
Ideal to explore new
TAs/topics
49

50. Social media netnography: limitations
Less of the uninvolved
patient
No probing
Only what is relevant for them
Internet has no boundaries
50

51. 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!

52. Thank you!
Robert Dossin, Managing Director
@robert_dossin
http://uk.linkedin.com/in/robertdossin
+44 7904 288 898
robert@insites-consulting.com
New York I Timisoara I London I Rotterdam I Ghent
Rosebery Avenue 151 - 4th floor I EC1R 4AB London I United Kingdom
www.insites-consulting.com