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Are we missing
the boat?
V. V. V.
& life caching
User generated content
Social media netnography
= research methodology that makes use of
publicly available user-generated-content in
order to answer a research question
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
Patient centricity at
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
Natural & medical language
about seizures
25%
Brand B
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
Brand B
360° Awareness &
Knowledge
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
Answers to questions you did not ask
It raises a lot of new questions
Brand B
Can you hide the elephant?
You don’t know
Who you are talking to
You never know
What you are going to get
Social media netnography Research community
‘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.
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.’
A crucial role for research
Humanizing research