Life Caching

Netnography

Social media netnography

= Type of observational research that makes use of publicly available user-generated-content in order to answer a research question

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Hawthorne effect

Researcher gaze

Time & cost intensive

ParticiParticipant

Traditional

observation

Context

Researcher

esConsulting

esConsulting

esConsulting

esConsulting

Learn what consumers tell

each other

Optimize online marketing strategy

Post hocresearch

Find hidden patterns

Emotions & natural language

Their (online) life

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DATA COLLECTION using pre-defined research tools,

traditional ones or innovative ones

ANALYSISanswering questions that

were predefined

SURVEY/ TOPIC GUIDE

DEVELOPMENTwhat do we want to ask

SAMPLINGselection of participants we

want to talk to

FRAMEWORK

DEVELOPMENT what do we want to observe?

which conversations interest us?

SAMPLINGselection of sources/situations you

want to observe

DATA COLLECTION with the aid of research blogs or

webscraping

ANALYSISCombination of quantitative &

qualitative analysis techniques +

text analytics

Traditional research Observational research

Longevity

Health problems

Quality of Life

Daily life impact

81861

Buzz volume

Sen

tim

ete

r

Eating

Professional

Housing

Payment

Guilt

Identity

Telephone call

Treatment

Diagnosis

Transport

Dog

Personal care Law

Clothes

Active

FriendsDecision

Safety

Religion

Emotions & Buzz volumeacross disease states

Diseases

Treatment

• Finding right treatment is not easy

• Tranquilizers & surgery

• Costs

• Unfriendly nurses

• Unpractical bandages

• Never ending treatment

13

Research stepsDisease states

Skin issuesVision loss

inflammationTeeth problemsmuscle problems

Knee problemSkeleton

Sexual problemsOverweight

Mobility issuesLung problemsJoints-ArthritisIncontinenceHip problems

Hearing problemsHead problems

Hair colour -lossgastro

Foot-ankle-toeFatigue

DiabetesCardiovascular

CancerBackache

Psychological

problems

Physical

problems

Memory problemsSundowning

StressEmotional Dysregulation

Eating problemsDementiaAlzheimer

ADDSleep problems

PsychoticParkinson

Personality disordersParanoidAnxiety

14Diseases associated with getting olderPsychological and physical problems

Psychological problems

Physical problems

Other topics

62%

11% 8% 19%

15Major diseases when getting older? Top 20 discussed diseases

5627

4733

4452

3584

3477

2684

2614

2094

1749

1732

1685

1608

978

970

909

905

895

859

793

737

736

706

622

616

522

dementia

cardiovascular

overweight

vision loss

alzheimer

stress

memory loss

emotional dysregulation mood

cancer

head problem

foot toe ankle

gastro

mobility issues

anxiety

muscle problems

lung problems

diabetes

incontinence

inflammation

psychotic

parkinson

joints arthritis

skeleton

skin issues

sleep problems

16

How can we explain this ranking?

Why do people discuss these diseases online?

17

Lethality and buzz

add

alzheimeranxiety

backache

cancer

cardiovascular

dementia

diabetes

eating disorders

emotional dysregulation mood

fatigue

foot toe ankle

gastro

hair loss colourhead problem

hearing problemship

incontinence

joints arthritis

knee problems

lung problems

memory loss

mobility issues

muscle problems

overweight

paranoid

parkinson

personality disorder

psychotic

sexual dysfunction

skeleton

skin issues

sleep problems

stressteeth problems

vision loss

0%

1%

2%

3%

4%

5%

6%

7%

8%

Buzz

Le

tha

lity

N= 31512

Filter: only posts that mentioned at least one disease

add

alzheimeranxiety

backache

cancer

cardiovascular

dementia

diabetes

eating disorders

emotional dysregulation mood

fatigue

foot toe ankle

gastro

hair loss colourhead problem

hearing problemship problems

incontinence

infection

joints arthritis

knee problems

lung problems

0

memory loss

mobility issues

muscle problems

overweight

paranoid

parkinson

personality disorder

psychotic

sexual dysfunction

skeleton

skin issues

sleep problems

stress

sundowning

teeth problems

vision loss

0%

1%

2%

3%

4%

5%

6%

7%

8%

0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10% 11% 12% 13% 14% 15% 16% 17% 18% 19%

45% correlation

18

People tend to discuss more about more about lethal diseases.

Some exceptions- Cancer- Lung problems

19

Which diseases are discussed together?

Co-morbidity of diseases measured online?

20

Which diseases are discussed together?

Memory loss

Alzheimer

Dementia

Emotional dysregulation

Cardio-vascular

Diabetes

Lung

Cancer

Gastro

22

Drugs mentioned

No drugs mentioned

Alzheimer DrugsShare of voice

N = 305

N = 3477

F = Posts about Alzheimer

9%91%

49%

13%

11%

11%

10%

9%

8%

4%

3%

3%

aricept

reminyl

namenda

paxil

risperdal

exelon

seroquel

zyprexa

prozac

coumadin

23Alzheimer DrugsConsideration set

N = 305

F = Posts about Alzheimer &

Drugs

Risperdal: treatment of schizophrenia

Seroquel: antidepressiva

Paxil: antidepressiva

34%

36%

30%

1 brand

2 brands

3 or more brands

14% Risperdal

13% Seroquel

10% Paxil

72% Aricept

9% Namenda

5% Reminyl

77% Aricept

37% Reminyl

27% Namenda

0% Aricept

0% Namenda

0% Reminyl!

24

0

30

50

70

90

20

40

60

80

100

0

30

50

70

90

20

40

60

80

100

0

30

50

70

90

20

40

60

80

100

All posts

60°

Posts about

AH Drugs

N=81861

Posts about

Aricept

Posts about

Namenda

Posts about

Reminyl

0

30

50

70

90

20

40

60

80

100

0

30

50

70

90

20

40

60

80

100

24°

N=878

Alzheimer DrugsSentimeter

9°

N=644 N=235 N=193

12° 66°

Comparison with

sentiment across

brands

Significantly higher

No significant difference

Significantly lower

25

0

30

50

70

90

20

40

60

80

100

0

30

50

70

90

20

40

60

80

100

0

30

50

70

90

20

40

60

80

100

All posts

60°

Posts about

AH Drugs

N=81861

Posts about

Aricept

Posts about

Namenda

Posts about

Reminyl

0

30

50

70

90

20

40

60

80

100

0

30

50

70

90

20

40

60

80

100

24°

N=878

9°

N=644 N=235 N=193

12° 66°

Why are posts for reminyl so positive?

Comparison with

sentiment across

brands

Significantly higher

No significant difference

Significantly lower

Alzheimer DrugsSentimeter

26

0

30

50

70

90

20

40

60

80

100

Posts about

Reminyl

N=193

66°

Reminyl is the youngest brand to handle problems that come along with Alzheimer disease. Therefore,

surfers are hopefull that this new and more advanced medicine will help to delay the symptom

progression.

Posts clarify that Reminyl is brought into action from the moment patients (‘caregivers) have the feeling

that the dominant brands (Aricept and Exelon) have lost their efficay.

Especiallly for the later stages of Alzheimer disease, Reminyl sets high hopes.

Dementia is an umbrella word for different types of dementia,as there are 50 or more diseases that can cause

dementia.Alzheimer's is just one of them.Aricept is a good medication,I was on it 4 years,then when It stopped

working well,I started taking Reminyl.I've been on it 3 yrs.Yes I have Alzheimer's,but I still have a life (…)

we've been through all

the AD meds (Aricept,

Exelon) she's now taking

Reminyl

Mom had a runny nose the

entire time she was taking

Aricept. (…) I'm hoping

Reminyl does not have this

side effect.

Aricept made a wonderful difference in the

quality of life for my Mom. However, for

some people it does not help at all. The

newest AD med to be approved by the

FDA is Reminyl. Ask her doc if he/she

thinks this is an option for your Mom. For

information on the drug take a look at this

web site. Reminyl

This study suggests that Reminyl may provide long-term benefits in

treating AD by delaying symptom progression observed over the course

of three years.

Alzheimer DrugsSentimeter

Why are posts for reminyl so positive?

27Alzheimer DrugsSentimeter

-2,0

-1,5

-1,0

-0,5

0,0

0,5

1,0

1,5

2,0

2005(1-6)

2005(7-12)

2006(1-6)

2006(7-12)

2007(1-6)

2007(7-12)

2008(1-6)

2008(7-12)

2009(1-6)

-2,0

-1,5

-1,0

-0,5

0,0

0,5

1,0

1,5

2,0

2005(1-6)

2005(7-12)

2006(1-6)

2006(7-12)

2007(1-6)

2007(7-12)

2008(1-6)

2008(7-12)

2009(1-6)

Alzheimer

Alzheimer Drugs

Buzz concerning Alzheimer drugs is quite positive in

2007 and is mainly driven by the dominant player in the

market: Aricept.

Surfers are rather positive about the capabilities of the

drugs to handle behavioural problems that come along

with Alzheimer disease.

Other drugs focus on issues of the mind (e.g. Forgetting,

absent-minded) where behavioural problems seem to

evoke a lot of stress too.

Absolutely! ...not that my mom has ever been on

Aricept, nor has she had the same compulsions

as your MIL. But her behaviors can be more than

maddening and many times are scary and

dangerous, as well.

Uh ya know I may have spoke too soon... I may be

mistaken but I think the Aricept may be working

She is on Aricept now but this is only because I

believed she had a need for it due to obsessive

behaviors accompanied by self harm

I have her on Aricept right now but I also want to

make clear it was not for the purpose of trying to

stop the disease it was to try and quell the

destructive behaviors.

28Alzheimer DrugsSentimeter

Hun if this is a different behavior than before Aricept

(now) then I would look to that drug as the cause.

-2,0

-1,5

-1,0

-0,5

0,0

0,5

1,0

1,5

2,0

2005(1-6)

2005(7-12)

2006(1-6)

2006(7-12)

2007(1-6)

2007(7-12)

2008(1-6)

2008(7-12)

2009(1-6)

Alzheimer

Alzheimer Drugs

-2,0

-1,5

-1,0

-0,5

0,0

0,5

1,0

1,5

2,0

2005(1-6)

2005(7-12)

2006(1-6)

2006(7-12)

2007(1-6)

2007(7-12)

2008(1-6)

2008(7-12)

2009(1-6)

In 2008 the sentiment of the buzz concerning Alzheimer

drugs has dropped a lot.

Reasons for that lie in the disappointment that the

Alzheimer drugs (and Aricept in particular) can not

counter behavioural problems.

Surfers are mentioning personal experiences but are

also referring to professional healtcare keepers!

I'm getting quite sick of reading my patients charts to find

they are on Aricept and its clearly NOT working on them. I

don't get this drug the behaviors it produces is like nothing

else I’ve seen (…)

Aricept worked for 2 years for my mother and

hubby. The doctor at the VA would not consider

Namenda. He thought is was over rated for one.

The other was he feared it may enhance the

symptoms of bad behavior.

Needless to say, we took him off after the 5th dose.

It was like night and day different. He was hard to

get along with before and after Aricept, but with it he

was impossible.

30

Sentiment and buzz on professionals

Volume

Se

nti

me

ter

Legal

Ambulance

Nurse

Specialist

Hospice

Caregivers

Pharmacists

Hospital

Dentist

Nursing home

GP

Assisted living

Paying

organisation

We need to start all over again …

Answers to questions you did not ask

Answers without asking questions

1.Information needs & interviewingself-generation new patient insightsactual & contextual information natural language & emotionsreduced interviewing bias

2.Samplingpractical significancelong periods of time

3. field & analysisunit of analysisqual – quantreporting styleconnection between client & agency

Lessons learned & limitations

1. Positioning

2. Connection

3. Reporting

4. Limitations & pitfalls