from big data to big insights
TRANSCRIPT
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Are we missing
the boat?
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V. V. V.
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& life caching
User generated content
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Social media netnography
= research methodology that makes use of
publicly available user-generated-content in
order to answer a research question
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Social media netnography
A reversed research process
Traditional research Social media netnography
SURVEY / TOPIC GUIDE
DEVELOPMENT
SAMPLING
RESPONDENTS
ACTIVE
DATA COLLECTION
ANALYSIS
SAMPLING
UNIVERSE DETECTION
PASSIVE
DATA COLLECTION
FRAMEWORK
DEVELOPMENT
TOP-DOWN & BOTTOM-UP
CONTENT & TEXT ANALYTICS
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Patient centricity at
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Seizures
Health care
Awareness &
knowledge Treatment
Helpful Diagnosis
Problem night
Difficult
Food & drinks
Satisfaction
School
Dosage
Budget
Control
Driving
Side effects
Husband Brand A
Brand B
normal behaviour
Job
Headache
Confused
Brand C
Having pain
Wishes for the future
Important
Scared
Bottom up segmentation
Children
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Natural & medical language
about seizures
25%
Brand B
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PETIT MAL
• Also called ‘absence’
• People just stand and stare vacantly
• My mind was wandering, blank, in a daze
• When asked to speak, would talk then just go blank and lose my entire train of thought
and having no idea what I had implied
• My eyes would blink rapidly and then I would go blank as if I were daydreaming and my
mind would be shot
Brand B
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Brand B
360° Awareness &
Knowledge
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Brand A has been a fabulous
med for my daughter. She has
not experienced any negative
side effects.
I've been on Brand A
for about a year and
have only had once
seizure since. Side
effects that I have are
occasional dizzyness,
shakiness, and spotted
vision. But other than
that, I'm pretty happy. I
was started out on
Brand B and that didn't
work
Brand B
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Answers to questions you did not ask
It raises a lot of new questions
Brand B
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Can you hide the elephant?
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You don’t know
Who you are talking to
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You never know
What you are going to get
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Social media netnography Research community
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‘I have epilepsy so I relate to this!
It is good information. I would "
about making sure there is include
something in the ‘do's and
don'ts’ nothing near me that I
could hurt myself on; keep the area
around me clear of anything that I
could hit my head on.
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It's not my seizure
disorder that causes me
to stay home. I'm a
homebody, and my home
is my castle’
‘Most people outside of my
family don't know of my
condition because I don't
want my condition to define
who I am.’
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A crucial role for research
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Humanizing research